It will always be The Hammersmith Apollo to me

Welcome to the Wycliffe Weekender!

We’re still on the Ten Commandments ahead of the Zoom chat on 29th July for Loyal Lollards (paid subscribers). Join the club!

Here’s the Third Commandment:

You shall not take the name of the Lord your God in vain, for the Lord will not leave anyone unpunished who takes His name in vain.

I used to live near the Hammersmith Apollo, a large concert venue where I have watched shows by Eddie Izzard, Peter Kay, Milton Jones (supported by a young James Acaster) and, with my daughter, The Wiggles. The Apollo was built in 1932 and originally called The Gaumont Palace. It was known as the Hammersmith Apollo from 1962 until 1993 when its name was changed to ‘The Labatt’s Apollo’. You can probably guess why. A Canadian beer company, called Labatt’s, poured money into a major refurbishment and bought the right to name the venue. That right was then purchased by Carling, HMV and, most recently, Eventim. It’s always struck locals as sad that the name of their concert venue should be auctioned off to the highest bidder. Ultimately, everyone still calls it ‘The Hammersmith Apollo’.

Some names are not just unwanted but hurtful. It used to be said in playgrounds that “sticks and stones may break my bones but names will never hurt me”. I’ve never been convinced by this epigram, not least because there are names that can wound you far more deeply than a smack or a punch. A bruise from a playground scuffle turns various colours on your skin and then goes away. A phrase that is taunted in your face or written on notes might stay with you for the rest of your life. Decades later, you may meet someone from that playground and you hope that they don’t recall that name or, at least, pretend to have forgotten.

Why does that name hurt so much? Normally, because it is based on something true. It may be a reference to something embarrassing that you did or said. It may be related to your appearance, or an uncharitable variation on your real name. The misuse of your name is extremely hurtful. Why?