One of the enduring mysteries of The Archies, at least in their comic book incarnation (distinct from their recordings and TV manifestations) is whether this is a successful band or not. In some stories, they are a humble, struggling garage band hoping to land a gig, any gig. In other stories, they’re touring the world, playing arenas alongside Josie & the Pussycats and The Madhouse Glads.
‘Twas ever thus. In the early ’70s story “I’ll Bite!,” which has just been reprinted in Betty & Veronica Comics Double Digest #229, The Archies are playing their biggest hit song in the living room of Sabrina the Teenage Witch, who brags too her aunt “Isn’t that a great song, Aunt Hilda? They received a gold record for’Sugar Sugar.'”
“Bah!,” Aunt Hilda responds. “Ever since I heard the Archies music is on the air, I’m tempted to stop breathing it.”
In the world of Archie, rock & roll largely exists as a reason to be tossed out the front door by a disapproving authority figure. It is as great a signifier of the generation gap as clothing or slang. A guitar might as well be a target, or a toreador’s red flag. It doesn’t matter that The Archies have sold a million records, or are showing responsibility and good business sense (not to mention creativity and musical ability) by managing such a project while still in their teens. It ultimately doesn’t make a difference, in Archie world, if they’ve sold a million records or zero. They’ll never win over their parents with that blasted noise.