{"product_id":"9781787477902-animal-house","title":"Animal House","description":"\u003cmeta content=\"text\/html; charset=utf-8\" http-equiv=\"Content-Type\"\u003e\u003cp\u003e\u003cspan\u003eA dangerously enticing welcome to the now lost world of magazines and the excesses of the 1990s.\u003cbr\u003e\u003cp\u003e\u003cb\u003eThe book behind the BBC documentary \u003ci\u003eLoaded: Lads, Mags and Mayhem\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eBetween 1994 and 1997, James Brown's\u003ci\u003e loaded\u003c\/i\u003e magazine became the must-buy and must-be-in publication of the decade. It won every award going, year after year, and came to define not only its audience but also a generation. Bright, loud, funny, provocative, ambitious and careless, \u003ci\u003eloaded\u003c\/i\u003e was read from the barracks of Afghanistan to the England dressing room at Euro '96. It captured a hedonistic lifestyle of alcohol, cocaine and more. The last great hurrah before the end of the century. It was the biggest noise in the golden generation of magazine publishing, rocketing from zero to half a million sales in a matter of months. What MTV had been to the 80s, \u003ci\u003eloaded \u003c\/i\u003ewas to the 90s.\u003cbr\u003e\u003cbr\u003eANIMAL HOUSE follows James Brown's remarkable career from a high school drop-out fanzine writer with few qualifications to \u003ci\u003eNME\u003c\/i\u003e features editor aged 22, and \u003ci\u003eloaded \u003c\/i\u003efounder at 27. In between, his mother died in tragic circumstances and gradually his own drug and alcohol use began to take over. \u003ci\u003eLoaded\u003c\/i\u003e's unexpected success legitimised (and paid for) James's lifestyle, and it wasn't until he crashed and burned at GQ, and went through rehab, that any sense of perspective kicked in.\u003cbr\u003e\u003cbr\u003eRecuperating on the island of Mustique whilst plotting his return with \u003ci\u003eOz\u003c\/i\u003e founder Felix Dennis, James was asked by neighbour Lord Patrick Lichfield: \"How on earth did you manage to sell so many magazines whilst taking so many drugs?\"\u003cbr\u003e\u003cbr\u003eThis book is his answer.\u003c\/p\u003e\n\u003cbr\u003e\u003cbr\u003e\u003c\/span\u003e\u003c\/p\u003e","brand":"Rarewaves","offers":[{"title":"Default Title","offer_id":40945605116001,"sku":"9781787477902","price":20.65,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0092\/7504\/8033\/files\/orig_27715841.jpg?v=1722000141","url":"https:\/\/www.rarewaves.com\/products\/9781787477902-animal-house","provider":"Rarewaves.com","version":"1.0","type":"link"}