Noisy brakes & rough front rim

[BleeckerSt_Girl]

Most brake pads are not perfectly aligned to hit the rim in an exact flat position when you brake. Usually when you brake, they are slightly off and either touch/skim the rim with their rear end first, or with their front end first, and then clamp down evenly with full pressure applied.

If your brake pads touch your rim first on their front end ("toe-in") as you brake, the touching part skims/cleans debris off the rim first when braking begins, and the debris does not get under the pads.
If your brakes are in "toe-out" slant, the back end of the brake pad touchs the rim first and any debris/grit/gunk on the rim gets gathered up under the pad and then mashed down between pad and rim at full brake position.
Toe-out position is also known for producing squeaky braking.
See if your LBS can adjust the brake pads so they hit the rim front end first (toe-in). If they know what they are doing, they will understand what you want.