“Pretend”: The Enduring Charm of a Timeless Plea
For those of us who came of age with the glittering, often theatrical world of 1970s and 80s pop, Alvin Stardust was a distinctive figure. With his slicked-back hair, leather-clad coolness, and a gaze that could be both menacing and mischievous, he carved out a unique space, bridging the gap between the original rock ‘n’ roll rebels and the burgeoning sounds of glam and new wave. While his early 70s hits like “My Coo-Ca-Choo” and “Jealous Mind” established his glam-rock bona fides, it was a later, more tender offering, “Pretend,” that showcased a different facet of his artistry and offered a compelling bridge across musical decades.
“Pretend” was released as a single in 1981, marking a significant and welcome return to the upper echelons of the charts for Alvin Stardust. This wasn’t a raw, original rock ‘n’ roll anthem, but a beautifully crafted cover, and it resonated deeply with audiences. The single soared to number 4 on the UK Singles Chart, a testament to its enduring melody and Stardust’s evocative performance. Its success wasn’t confined to the UK; it also hit number 1 in the Dutch Top 40 in November 1981, and saw considerable popularity in Portugal in 1983. While not tied to a specific studio album at the time of its initial release, it was a standalone single that later featured on various greatest hits and compilation albums, such as “The Greatest Hits of Alvin Stardust”. For those who might have lost touch with Alvin Stardust since his glam heyday, “Pretend” was a delightful reacquaintance, proving his enduring appeal and adaptability.
The story behind “Pretend” is a fascinating journey through the annals of popular music, as it’s a song with a rich history long before Alvin Stardust lent his distinctive voice to it. The song was originally written in 1952 by Dan Belloc, Lew Douglas, Cliff Parman, and Frank LaVere. It achieved its initial fame with a hugely popular version by Nat King Cole in 1953, becoming a classic standard. Over the years, countless artists had covered it, from rhythm and blues artists like Tab Smith to rockabilly sensation Carl Mann (whose 1959 version, in particular, is noted as a key influence on Stardust’s arrangement).
By the early 1980s, Alvin Stardust was working with producer Peter Collins and had signed with Stiff Records, a label known for its eclectic roster and independent spirit. It was through this collaboration that “Pretend” was brought back into the limelight. The decision to cover such a classic track was a shrewd one, allowing Stardust to tap into a timeless melody while infusing it with his own unique blend of rockabilly charm and mature vocal delivery. The arrangement is respectful of its jazz and pop origins but adds a subtle contemporary sheen, making it fresh for a new generation while still appealing to those who remembered its earlier incarnations.
The meaning of “Pretend” is one of poignant longing, unrequited love, and the bittersweet solace found in imagination. It’s a plea from a hopeful lover to the object of their affection, asking them to “pretend” that they are loved, even if it’s not truly felt. The lyrics explore the depth of devotion and the vulnerability of someone willing to accept even a fleeting illusion of reciprocated affection. Lines like “Pretend you’re happy when you’re blue, it isn’t hard to do / And you’ll find happiness without an end” speak to the power of self-deception as a coping mechanism, but in a romantic context, they convey a deep, almost desperate desire for connection. Stardust’s rendition, while retaining the original’s gentle melancholy, injects a soulful earnestness that makes the emotional weight of the lyrics palpable. His voice, matured and nuanced since his glam-rock beginnings, perfectly conveys the tenderness and underlying heartache of the song.
For those of us who recall the diverse musical landscape of the early 80s, “Pretend” stands as a beautiful anomaly – a classic pop ballad, reimagined by a former glam rocker, that found a new lease on life. It evokes memories of quiet moments, perhaps on a late-night radio show, or dancing slowly with a loved one. It’s a testament to Alvin Stardust’s versatility and his ability to inhabit a song with genuine emotion, moving beyond the theatrics to deliver a heartfelt performance. Even now, decades later, “Pretend” continues to resonate, a timeless reminder of the enduring power of love, longing, and the universal human desire to connect, even if, for a moment, we just have to “pretend.”