RTS TIME WAITS a 30-year retrospective of the Rolling Stones BY TOM ERLE WINE ecently, Bill Wyman (the rock critic, not the former Stones bassist) wrote an article that laimed that the main- stream press makes each Rolling Stones tour and album into a gargantuan me- dia event and that the public doesn't really care. While there's a certain amount of truth to that -after all, each album since 1974's "It's Only Rock & Roll" has been hailed as a return to form - the truth is, the public does care, even if the Stones no longer change pop music with their new records. What makes the public care - and what makes the band still important - is the simple fact that the band exist, They have so firmly worked them- selves into the very fabric of popular culture in the past 30 years, it's hard to imagine rock 'n' roll -and, therefore, popular culture - without them. In fact, the Rolling Stones in their prime were everything rock 'n' roll was about, both in music and in image. They were nasty, sexy, vicious, drug- soaked, decadent, and smart, with a relentless, swinging beat and slashing guitar chords. From the beginning, the band was dirtier and meaner than the rest, even if that image was carefully calculated. Jagger controlled the band's image; he was always keeping on top of trends, making sure that the band stayed hip. Keith never cared about being current; he delved deeper into blues, rock 'n' roll, country, R&B, and reggae, creat- ing one of the most distinctive guitar styles in rock. At first, Jagger and Richards were blues purists much like Keith himself; their originals were rewrites of old Chuck Berry and Chess blues songs. As rhythm guitarist Brian Jones began to expand his musical tastes, his influ- ence worked its way back into the group's sound. The Eastern-tinged "Paint it Black" aid the adventurous "Aftermath" are directly connected to how the band was different - at their heart, they were the antithesis of hip- pies, which was amply demonstrated on their next album, "Beggar's Ban- quet." With "Beggar's Banquet," the clas- sic Rolling Stones sound and image was set in stone. Drawing equally from rock, blues, country, and folk, the band created a gritty, nasty masterpiece. Jagger seduced 15-year old girls, claimed he was the prodigal son and asked for some sympathy for the devil while the rest of the band cranked out a dirty, rootsy music that could rock as desperately as "Street Fighting Man" or be as sadly beautiful as "No Expec- tations." Even though Jones left the group during the recording of "Let it Bleed," the band became more musi- cally diverse. Their next two studio records were their best; in fact, "Exile on Main St." is arguably the greatest rock album ever recorded. After "Exile," the band submerged themselves in endless amounts of drugs and sex, but their music did not become boring. On each record they released in the '70s, the band audibly slips into excess; the friction between Jagger and Richards is also clear. Although they called themselves the Glimmer Twins, the duo began to slip away from each other, as Richards sank into heroin abuse and Jagger spent most of his time with trendy New York socialites. "Goats Head Soup," "It's Only Rock & Roll" and "Black and Blue" are all by-products of being the World's Greatest Rock and Roll Band - they are self-involved records, filled with the band's own troubles: scoring dope, getting laid by "Star Fucker"s, having the FBI keeping tabs on you, and rock- ing for the sake of rocking. Jagger became more cynical and vicious; his snarling lyrics are filled with contempt for the audience, as well as his friends and lovers. His cynicism culminated on "Some Girls," the band's last great album.