Nov. 2007

Exclaim! - - SHOTS - JAMES KEAST


Three pre­vi­ous times in our his­tory (this one is num­ber four) we’ve put a band on the cover that had “Fuck” in their name. (Fuck the Facts, Holy Fuck and now Fucked Up twice.) Each time, the “of­fend­ing” word had to be ob­scured, al­tered or hid­den in some way. Not be­cause of us — the mag­a­zine started with no name and only a car­toon swear logo, and Toron­to­ni­ans would reg­u­larly re­fer to us as “Fuck” mag­a­zine — but be­cause we’re dis­tribut­ing a free mag­a­zine of­ten found at child eye level.


Our first three “Fuck” band cov­ers hap­pened within 18 months of each other. Clearly it was a thing, one we ex­plored in Sam Suther­land’s re­search story “What the Fuck?” From the Bare­naked Ladies get­ting banned by the City of Toronto in 1991 and Holy Fuck be­ing un­booked from Coachella due to their name (a fes­ti­val they’d played, un­der that name, be­fore) to Fucked Up’s ap­pear­ance (as “Effed Up”) on MTV in 2008, curses in band names were ap­par­ently a se­ri­ous con­cern. Seems like a more in­no­cent time.

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