Electric Kool-Aid Marketing Trip
By MICHAEL WALKER
NYT
Los Angeles
NOW that the 1960s are commodified forever as “The Sixties,” it is apparently compulsory that their legacy be rendered as purple-hazy hagiography. But that ignores an inconvenient counterintuitive truth: Relatively clear-thinking entrepreneurs created some of the most enduring tropes of the era — not out of whole paisley cloth but from their astute feel for the culture and the marketplace. And no one was better at it than Augustus Owsley Stanley III.
Entrepreneur? Mr. Stanley, who was killed in a car accident last Sunday in Australia at the age of 76, is remembered chiefly as a world-class eccentric — his C.V. lists Air Force electronics specialist and ballet dancer — who after ingesting his first dose of LSD in Berkeley in 1964 taught himself how to make his own. In short order, “Owsley acid” became the gold standard of psychedelics.
But Mr. Stanley didn’t stop there. He started cranking out his superlative LSD at a rate that by 1967 topped one million doses. By mass-manufacturing a hallucinogen that the authorities hadn’t gotten around to criminalizing, Mr. Stanley singlehandedly created a market where none had existed, and with it a large part of what would become the “counterculture.”
At the time Madison Avenue was at sea about how to reach the so-called youth market. “House hippies” were deputized as cultural ambassadors but didn’t prevent travesties like Columbia Records’ infamously clueless “The Man Can’t Bust Our Music” ad campaign. Which made Mr. Stanley’s effortless grasp of his peer group and its appetites — he was, after all, an enthusiastic consumer of his own product — seem all the more prescient. When his lab in Orinda, Calif., was raided in 1967 — thanks to him, LSD had been declared illegal the year before — the headline in The San Francisco Chronicle anointed him the “LSD Millionaire.”
(More here.)
NYT
Los Angeles
NOW that the 1960s are commodified forever as “The Sixties,” it is apparently compulsory that their legacy be rendered as purple-hazy hagiography. But that ignores an inconvenient counterintuitive truth: Relatively clear-thinking entrepreneurs created some of the most enduring tropes of the era — not out of whole paisley cloth but from their astute feel for the culture and the marketplace. And no one was better at it than Augustus Owsley Stanley III.
Entrepreneur? Mr. Stanley, who was killed in a car accident last Sunday in Australia at the age of 76, is remembered chiefly as a world-class eccentric — his C.V. lists Air Force electronics specialist and ballet dancer — who after ingesting his first dose of LSD in Berkeley in 1964 taught himself how to make his own. In short order, “Owsley acid” became the gold standard of psychedelics.
But Mr. Stanley didn’t stop there. He started cranking out his superlative LSD at a rate that by 1967 topped one million doses. By mass-manufacturing a hallucinogen that the authorities hadn’t gotten around to criminalizing, Mr. Stanley singlehandedly created a market where none had existed, and with it a large part of what would become the “counterculture.”
At the time Madison Avenue was at sea about how to reach the so-called youth market. “House hippies” were deputized as cultural ambassadors but didn’t prevent travesties like Columbia Records’ infamously clueless “The Man Can’t Bust Our Music” ad campaign. Which made Mr. Stanley’s effortless grasp of his peer group and its appetites — he was, after all, an enthusiastic consumer of his own product — seem all the more prescient. When his lab in Orinda, Calif., was raided in 1967 — thanks to him, LSD had been declared illegal the year before — the headline in The San Francisco Chronicle anointed him the “LSD Millionaire.”
(More here.)
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