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The man who
imported the Beatles to America recounts a life
of _promoting the message of music and peace.

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an audience that was worthwhile. I liked
to put a message out there — civility."
It was a message that he practiced in
magine a world of harmony and
his professional and personal lives. In
civility and you tap into the
fact, Beatles manager Brian Epstein
essence of Sid Bernstein, one of
felt so endeared to Bernstein — for
the true dreamers and dreammak-
mailing copies of the Sunday New York
ers in show business who loves to put
Times book sections to his mother in
his heart where a stage is.
London and for being the first pro-
Twice, he offered the Beatles bank-
moter who wanted to book "his boys"
backed millions to reunite in the '70s.
in America — that he felt it unneces-
"We need a symbol for hope in the
sary to ever draw up a contract with
future," he pleaded. "Let the world smile
his instant friend.
for one day ... and change the headlines
A little schmooze went a long way,
from gloom and hopelessness to music
indeed, but as Bernstein's. Yiddishe bub-
and life and a worldwide message of
bie used to teach him, kindness is an
peace."
important keystone to being a mentsh.
They didn't reunite, but Bernstein
"I'm very happy about the reputa-
remembers the hope and joy the Beatles
tion I've earned, because I learned
brought a decade earlier when, on Feb.
kindness and gentleness from my
12, 1964, he promoted their first sold-
Orthodox grandmother who spoke
out New York concert at
only Yiddish and who
Carnegie Hall.
was
mainly responsible
Not
Topping that event, the fol-
for
my
growing up,"
1 The
lowing summer he booked the 11= i=
recalls Bernstein, 82,
Fab Four into Shea Stadium
who was adopted by
and made entertainment history
Israel and Ida
again as the first box-office
Bernstein, a Russian-
baron to fill 55,000 seats for a
Jewish couple in New
rock 'n' roll spectacular.
York City.
Now, he is recounting the full
"My parents were
story about his career in his
very lovely, sweet peo-
just-published memoir, Not Just
ple, too. They were
The Beatles: The Autobiography
what you might call
of Sid Bernstein (Jacques &
Conservative. My
Flusster; $19.95), co-written with
mother had lost her leg and was always
Arthur Aaron.
in the hospital. And my father owned a
Marketed only via the Internet — at
tailor shop in the Bronx, working 12
www.notjustthebeatles.com or at
hours a day, so I became very close to
www.amazon.com — it offers more
my grandmother."
than a fresh cache of anecdotal remem-
At the family's apartment, where he
brances about the top music acts that
grew up with the Hebrew name for
the veteran impresario has presented
happiness, Simcha, Bernstein remem-
through the years. Plus it's a memoir
bers his earliest exposure to music was
that forthrightly addresses Bernstein's
his grandmother's records of Italian
Jewishness and his personal philosophy
tenor Enrico Caruso.
that music can change the world.
His love for music was further
"What bothers me today is that the
enhanced every Friday night, when she
music business doesn't treat music as the
would take him to shul to hear the
art that it supposed to be," Bernstein
great Cantor Yossele Rosenblatt, who
laments. "And whatever I did, I wanted it had sung and briefly appeared in Al
to have a purpose and have an impact on
Jolson's 1927 talkie The Jazz Singer.
Not music to Bernstein's ears, howev-
Martin Natchez is a Grand
er, were the national radio broadcasts of
Blanc-based freelance writer.
Royal Oak's controversial Father Charles

Special to the Jewish News

■ Exp. 2-29-2001 JN

I GOOD 7 DAYS!

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■ Exp. 2-29-2001 JN

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