Keith Moon’s Drumkits: Endorsements and Signature Series
A work-in-progress catalogue of Keith Moon’s product endorsements and signature series, similar to the Pete Townshend’s Endorsements and Signature Series and John Entwistle’s product endorsements and signature series sections. This section is undoubtedly incomplete. If you have additions, please contact us.
A likely incomplete listing of promotional endorsements for Premier drums by Keith Moon. Keith signed an exclusive endorsement agreement with Premier on 6 September, 1965.
Premier ad, ca. 1966/67; showing custom offset mount for the third tom.
Click to view larger version. Premier ad – “2+3+4+1+3 – The formula for the big sound used by Who?” Premier ad featuring first Premier double kit, from September 1966.
Click to view larger version. Premier/Selmer ad, ca. 1973. “Keith Moon: Premier Drummer With The Who (Whom?)”
Click to view larger version. Premier Drums ad, ca. 1974. “Keith’s come a long, long way with Premier … maybe you could too!” Courtesy WhiteFang’s Who Site.
Click to view larger version. Ca. 1975, Premier/ Selmer ad for Lokfast stands. “Lokfast helps Premier stand up to Keith Moon.” Courtesy WhiteFang’s Who Site.
Click to view larger version. Ca. 1976, Premier drums endorsement ad. “Premier: The name in front of the world’s greatest drummers.”
Click to view larger version. Ca. 1978, Premier poster. Courtesy WhiteFang’s Who Site.
Premier reproduction poster. “Another great sound from Premier and Keith Moon.” Courtesy Martin Forsbom.
In 1978, Moon had started using Syndrums, a synthesized computer drumpad, and was listed as such in advertisements.
‘Spirit of Lily’
“Spirit of Lily” kit. ©Premier
In January 2006, Premier have announced the release of a “Pictures of Lily” tribute kit, a replica of Keith’s “Pictures of Lily” Premier kit used 1967–68.
From the Premier site:
Premier announces limited edition Keith Moon ‘Pictures of Lily’ tribute kit
Premier has announced the introduction of a very special limited edition drumset in tribute to the legendary “Pictures of Lily” kit that the company made for Keith Moon of the Who in the 1960s. Named the “Spirit of Lily,” the new kit features faithful recreations of the unique artwork that adorned the original kit and the original drum sizes used by Moon.
Premier has painstakingly researched the original “Pictures of Lily” kit to ensure absolute authenticity in the recreation of the original artwork. Premier was given unique access to photograph and examine the original drums in detail, most of which are currently stored at the Victoria & Albert Museum in London. Premier also worked with Roger Daltrey of The Who and John Wolfe[sic], Keith Moon’s chauffeur and Who “roadie” at the time, who had intimate knowledge of the original kit.
The “Spirit of Lily” drumset features Premier Series Birch drums with authentic replica artwork finish with Premier Series lugs, fittings and die-cast hoops. The setup emulates the original 8-pc setup and comprises three 14″ x 8″ mounted toms, two 16″ x 16″ floor toms, two 22″ x 14″ bass drums and 14″ x 5.5″ steel snare drum. The kits will only be available for a period of 14 months, one month to represent each of the 14 years of Keith Moon’s relationship with Premier.
The “Spirit of Lily” Drumset is officially authorised by the estate of Keith Moon and also by Roger Daltrey and Pete Townshend of The Who. The first set made by Premier will be donated for auction to raise funds for The Who’s Teenage Cancer Trust charity.
See the Premier site for more information.
Report on 2006 NAMM show in Los Angeles, from mikedolbear.com
Biggest news from Premier is the “Spirit Of Lily” drum kit. This is a modern recreation of the classic Keith Moon drum kit. Premier spent months analysing the remaining drums and all photos they could find to recreate the finish of the drums onto a wrap that they could copy to build multiple kits. The kits will be built to order for only 14 months (one month for every year that Moon was associated with Premier) and are built with the blessing of Keith’s daughter and the Who. The kit has three 14x8″ toms, two 16x16″ floor toms, two 22x14″ bass drums and a Modern Classic 2000 steel snare. The shells are modern Premier Line birch models with Premier Line lugs and the finish looks stunning.
Photos of the Spirit of Lily kit from NAMM 2006
Click to view larger version. Images courtesy of mikedolbear.com.
Resources and Information
Many thanks to the following, who have made this page possible:
- Martin Forsbom (firstname.lastname@example.org)
- Brad Rodgers at whocollection.com.
- Huw Owens (email@example.com)
- Brad Rodgers at whocollection.com.
- David Brewis at Rock Stars Guitars, for pictures of Moon’s drumsticks, timbales, claves and drumheads.
- Tam Rankin at vintprem.moonfruit.com for information on vintage Premier drums.
- Drums & Drumming magazine, October/November 1989.
- Modern Drummer, September 2003.
- Moon, the Life and Death of a Rock Legend, by Tony Fletcher. 1999.