Welch, a former local newspaper reporter, joined the Melody Maker in 1964. He was later assistant editor of Musicians Only, editor of Metal Hammer, and a contributor to The Independent and Rhythm magazine. He has written books on rock music identities including Jimi Hendrix, Yes, Steve Winwood, Black Sabbath, John Bonham, Led Zeppelin, Peter Grant, and Cream. He has also written liner notes for many rock albums.