Stuff You Gotta Watch: My Secret World
Throughout its brief run from 1987 to 1995, Sarah Records provided an inclusive alternative to the reactionary side of UK punk. As Lucy Dawkins’ documentary My Secret World explains, bands on the label’s roster, such as the Field Mice, Heavenly, or the Orchids, were far more likely to be seen in anoraks and moptops than leather jackets and liberty spikes. Yet Sarah remained critical of the mainstream establishment, championing intersectionality with affordable prices, queer representation, and artists on the same level as their fans.
As major labels began pushing listeners to purchase their music collections for a second time on CD, Sarah remained stubbornly devoted to 7” singles and fanzines with flexi discs. As you might expect, the 2014 film is done in an equally unique way, with label co-founders Clare Wadd and Matt Haynes walking viewers through their 100 releases (including a board game). It offers a cohesive guide to the catalogue, as nerdy as the musicians that made it.
After an hour and 40 minutes of stories from jangly indie-pop groups, it may be difficult to differentiate the Sea Urchins, the Poppyheads, and 14 Iced Bears. With its barrage of silly band names, My Secret World comes across like a twee version of the Scharpling and Wurster sketch Power Pop Pop Pop, ultimately working better as fan service than as an introduction to the label. For those unsure of where to start, check out the Field Mice’s “Sensitive,” a Sarah Records manifesto wrapped up in a perfect song.
Review by Jesse Locke. Check out the full archive of the Stuff You Gotta Watch column.