A Trip Down Berwick Street: The Story Behind Oasis’s Iconic (What’s the Story) Morning Glory? Album Cover

In the world of rock ‘n’ roll album covers, a few images stand out as instantly recognizable – the Beatles on Abbey Road, Nirvana’s baby in the pool, and Oasis’s unforgettable stroll down Berwick Street for their 1995 album (What’s the Story) Morning Glory?. Captured during the peak of the Britpop era, this cover not only encapsulated the essence of 90s London but also helped turn an unassuming Soho street into a piece of music history. Let’s dive into the story behind the cover: why Berwick Street was chosen, who’s walking in the photo, and how it became one of the most enduring images of the 90s music scene.

The Scene: 90s London and Berwick Street’s Vibe

In the mid-90s, Britpop was exploding. Bands like Blur, Pulp, and Oasis were leading a music revolution that celebrated British culture, youth, and attitude. Oasis, coming off the success of their debut album Definitely Maybe, were poised to become even bigger, and their next album, (What’s the Story) Morning Glory?, would cement them as rock legends.

But why Berwick Street? Soho’s Berwick Street was known as a thriving hub of independent record stores, market stalls, and gritty, authentic London life. In the 90s, the area attracted musicians, DJs, and artists drawn to the energy and creativity on display. Berwick Street wasn’t glitzy or particularly glamorous, but it was real – a perfect setting for an album that was all about real, down-to-earth rock music. Noel Gallagher reportedly chose the street because of its music vibe, feeling it represented the heart of London’s rock and roll culture.

The Concept: A Morning Stroll with a Hint of Mystery

The idea for the album cover was simple yet mysterious: two men walking down Berwick Street in the early morning. Noel and Liam Gallagher wanted an image that felt like a cinematic still, something that captured the mood of the city at dawn. The street, relatively quiet in the early hours, provided a perfect backdrop – empty enough to feel slightly surreal but with enough grit to ground it.

Photographer Michael Spencer Jones was brought in to shoot the image. Known for his work with Oasis on Definitely Maybe and other iconic shots, Spencer Jones approached the cover with a concept that would allow the scene’s natural vibe to shine through. There was no staged glamour here, just two people on a quiet street, letting the environment speak for itself.

The Cover Stars: Sean Rowley and Owen Morris

The cover itself features two figures, both intimately connected to the UK music scene. The man walking towards the camera is Sean Rowley, a DJ and music journalist known for his work in the London club scene and later as a BBC DJ. Rowley’s work helped promote emerging British music, making him a fitting choice for the album cover. His presence on the cover is subtle yet meaningful – he’s walking with purpose but without fanfare, embodying the understated cool that Britpop would come to symbolize.

Walking away from the camera is Owen Morris, the producer of (What’s the Story) Morning Glory? and a longtime collaborator with Oasis. Morris helped shape the signature sound of the album, including the wall-of-sound approach that turned songs like “Wonderwall” and “Champagne Supernova” into anthems. His role on the album and his place on the cover were integral, showing that the music itself was a team effort, created by people with a deep connection to the band and the Britpop movement.

Capturing the Moment: Spencer Jones’ Approach

Michael Spencer Jones shot the cover using a medium-format camera, framing the two men in a way that drew the viewer’s eye down the street, capturing the length of Berwick Street with its storefronts and market stalls fading into the background. Spencer Jones used a slow shutter speed to create a slight motion blur around Rowley and Morris, adding an ethereal quality to the image. The effect was cinematic and gave the cover a sense of energy and movement, as though the viewer had stumbled upon a scene in motion rather than a carefully staged photoshoot.

The early morning light added to the mood of the shot, giving the image a hazy, slightly melancholic tone that matched the introspective and layered sound of the album. This was no bright, sunny morning stroll; it was a scene laced with mystery and attitude, fitting the vibe of songs like “Don’t Look Back in Anger” and “Some Might Say.”

The Legacy of the Cover

The (What’s the Story) Morning Glory? cover quickly became iconic, a snapshot of 90s London that resonated with fans around the world. Berwick Street itself became a pilgrimage site for Oasis fans, with visitors hoping to recreate the scene in their own photos. The album went on to become one of the best-selling albums of all time in the UK, and its cover, with Rowley and Morris captured in the heart of Soho, became symbolic of Britpop’s raw, authentic energy.

The cover’s influence extended beyond music, becoming an enduring image of London in the 90s. It remains a reminder of the city’s rich musical heritage and the era that brought British rock back into the global spotlight. In 2014, to commemorate the album’s 20th anniversary, a plaque was installed on Berwick Street in honor of the photo and its impact on music culture.

Visiting Berwick Street Today

Today, Berwick Street is different from the one Oasis walked down in the 90s. The area has been modernized and, like much of London, has undergone changes as new shops and cafes move in. Yet some of the old music shops remain, preserving a hint of the street’s former character and its link to London’s musical past.

For fans of Oasis and Britpop, Berwick Street Market remains a must-visit. Standing in the same spot as Rowley and Morris did on that early morning is like stepping back in time, a small reminder of the days when Britpop ruled the charts and Oasis was at the peak of their fame. The cover may be just an image, but for many, it captures the spirit of an era – a moment when rock ‘n’ roll felt raw, exciting, and as full of possibility as the streets of London themselves.

The Timeless Appeal of (What’s the Story) Morning Glory?

Nearly three decades after its release, the (What’s the Story) Morning Glory? cover still resonates with fans, both for its visual appeal and for what it represents: the grit and glamour of 90s London, the rise of Britpop, and the band that defined a generation. That simple stroll down Berwick Street, with Sean Rowley and Owen Morris walking through the early morning haze, remains one of rock’s most iconic images – a timeless snapshot of the music, the mood, and the magic of Oasis at their best.