I dont do barbell rows OR deads. My lower back won't allow. But, over the years I've managed without and still have built a pretty good natty back.
I honestly believe that you can build a decent back without deads and barbell rows. What the true key to building a back is a slower pace of the rep and the pause at the contraction. Controlling the weight is most important in a back workout. Also the LIGHTER amount of weight used so that the back is working, not the biceps etc.
Pulldowns with a variety of grips are most important. I also LOVE seated, one-handed cable rows. Pause these at contraction. My lats have gotten thick with these.
If i do do a barbell row, it's on a smith machine, Dorian style. NOT Arnold style.