Reaction

Reaction was a British independent record label established and operated by music executive Robert Stigwood during 1966 and 1967. It existed for only a brief period, but its catalogue included recordings by two of the most prominent British rock groups of the era: the Who and Cream. The label therefore occupies a notable place in the development of mid-1960s British rock, despite releasing a comparatively small number of records. Reaction operated within the distribution network of Polydor Records. At the time, Polydor had comparatively limited experience in the British pop and rock market and was better known for releases associated with easy-listening music. Its work with Reaction, along with its distribution of the Who managers' later Track Records and Giorgio Gomelsky's Marmalade label, formed part of a broader effort to build expertise and market presence in contemporary pop and rock. Reaction consequently functioned both as a specialist imprint and as an early example of Polydor's engagement with independent British rock labels. The imprint's catalogue consisted of three albums, one EP, and eighteen singles. Its album releases included Cream's Fresh Cream and Disraeli Gears and the Who's A Quick One. The singles catalogue combined releases by those two headline acts with records by artists and groups including Oscar, Paul Dean, Birds Birds, Lloyd Banks, the Maze, West Point Supernatural, Billy J. Kramer & the Dakotas, the Sands, and Marion Montgomery. The label also issued the Who's Ready Steady Who EP. Reaction's first single, the Who's "Substitute," became particularly significant because it was issued and reissued with different B-sides. The changes arose from a legal dispute involving the Who and their former producer, Shel Talmy. The release history illustrates the practical complications that could confront an independent label working with established artists and contested recording rights. The experience has also been associated with the decision by the Who's managers, Kit Lambert and Chris Stamp, to establish their own Track Records label, which was likewise distributed by Polydor. Reaction did not develop into a long-term label. Its short existence nevertheless provided Robert Stigwood with experience in the independent-label business. In the following decade he operated RSO Records, another label distributed through Polydor. Reaction is therefore best understood as an early, compact chapter in Stigwood's record-business career and as a historically important imprint because of the artists and recordings connected with it, rather than as a continuing consumer brand.

Reaction was founded in the United Kingdom in 1966 by music executive Robert Stigwood and operated for approximately two years. Its creation came during a period when British pop and rock were becoming increasingly important to the international recording business, while major companies were still developing effective relationships with independent managers, producers, and specialist labels. Reaction was distributed by Polydor Records, whose business had previously been more strongly associated with easy-listening releases than with the rapidly expanding British rock market. The label's early catalogue was built around artists with substantial creative and commercial importance. Its principal acts were the Who and Cream. Reaction released the Who's A Quick One and Cream's Fresh Cream and Disraeli Gears, as well as the Who's Ready Steady Who EP. It also issued singles by the Who, Cream, Oscar, Paul Dean, Birds Birds, Lloyd Banks, the Maze, West Point Supernatural, Billy J. Kramer & the Dakotas, the Sands, and Marion Montgomery. In total, the imprint released three albums, one EP, and eighteen singles during its brief existence. Reaction's first single was the Who's "Substitute," released in March 1966. The single was reissued soon afterward with a different B-side. Additional versions reflected a legal dispute between the Who and their former record producer, Shel Talmy. The changing configurations of the single demonstrate how contractual and rights issues could affect the release of recordings even when the artist and label had strong commercial reasons to maintain momentum. The episode was also linked to the Who's managers, Kit Lambert and Chris Stamp, deciding to create Track Records. Track, like Reaction, used Polydor for distribution. Polydor's involvement with Reaction, Track, and Giorgio Gomelsky's Marmalade label can be viewed as part of the company's effort to learn how to participate more effectively in the British pop and rock sector. Independent imprints gave managers and artists a more specialized operating environment, while distribution arrangements allowed Polydor to access new repertoire without building every artist relationship internally. Reaction ceased operating after its short 1966–1967 run. Its end did not mark the end of Stigwood's record-industry career. In the 1970s and 1980s he operated RSO Records, which was also distributed through Polydor. Reaction thus served as an early independent-label project in Stigwood's career. Although its output was small, its association with the Who and Cream, together with the legal and organizational circumstances surrounding "Substitute," has given the imprint lasting historical interest in accounts of British rock labels and Polydor's expansion into the market.

• 1967

  Disraeli Gears is released

  [1]Reaction Recordsen.wikipedia.org

  Cream's Disraeli Gears becomes the third album associated with the Reaction imprint.

• 1967

  Reaction ends operations

  [1]Reaction Recordsen.wikipedia.org

  The short-lived label concludes its active run after releasing three albums, one EP, and eighteen singles.

• 1966

  Reaction is established

  [1]Reaction Recordsen.wikipedia.org

  Robert Stigwood establishes the British independent label Reaction, distributed by Polydor Records.

• 1966

  The label releases the Who's "Substitute"

  [1]Reaction Recordsen.wikipedia.org

  Reaction's first single is issued on 4 March 1966 and subsequently re-released with different B-sides because of a legal dispute involving Shel Talmy.

• 1966

  Fresh Cream and A Quick One enter the catalogue

  [1]Reaction Recordsen.wikipedia.org

  Reaction releases albums by Cream and the Who, making the two groups the central acts in its catalogue.

A short-lived independent British rock label focused on contemporary pop and rock recordings, with a roster led by the Who and Cream.

• Studio album · 1966

  Fresh Cream

  Cream's debut studio album and one of Reaction's earliest major album releases. It represents the imprint's focus on prominent British rock and is documented in mono and stereo catalogue editions.

• Studio album · 1966

  A Quick One

  The Who's album released through Reaction during the label's active period. It was issued in a mono catalogue edition; the cited catalogue records no UK stereo edition for the Reaction release.

• Studio album · 1967

  Disraeli Gears

  Cream's second Reaction album and the third album listed in the imprint's catalogue. Its inclusion reinforced Reaction's association with one of the leading British rock groups of the period.

• Extended play · 1966

  Ready Steady Who

  An EP by the Who issued by Reaction. It forms part of the label's compact catalogue alongside its albums and singles.

• Single · 1966

  Substitute

  The Who's first Reaction single and the label's first release. It was issued in more than one configuration, with the B-side changing because of a legal dispute involving the band's former producer, Shel Talmy.

• 1966

  Reissue of "Substitute" with a different B-sideOther

  Background

  Reaction's first single by the Who was affected by a legal dispute between the band and former producer Shel Talmy.

  Action taken

  The single was released again with a different B-side, producing multiple configurations of the same catalogue number.

  Aftermath

  The episode was among the factors associated with Kit Lambert and Chris Stamp's decision to establish Track Records, also distributed by Polydor.

  Source

• 1966

  Polydor distributes ReactionStrategy

  Background

  Polydor was seeking to expand its involvement in the British pop and rock market, where it had less experience than in easy-listening repertoire.

  Action taken

  Polydor provided distribution for Reaction and other independent imprints, including Track and Marmalade.

  Aftermath

  These relationships contributed to Polydor's experience in the 1960s pop and rock business and were followed by its later distribution relationship with Stigwood's RSO Records.

  Source

• 1967

  Reaction releases Cream's Disraeli Gears[1]Reaction Recordsen.wikipedia.org

  Product launch

  Reaction released Cream's Disraeli Gears, one of the imprint's three albums and a major entry in its short catalogue.

• 1966

  Reaction releases the Who's "Substitute"[1]Reaction Recordsen.wikipedia.org

  Product launch · Other

  Reaction issued its first single, the Who's "Substitute." The record was released in multiple configurations with different B-sides because of a legal dispute involving the band's former producer, Shel Talmy.

• 1966

  Reaction issues albums by Cream and the Who[1]Reaction Recordsen.wikipedia.org

  Product launch

  The label released Cream's Fresh Cream and the Who's A Quick One, establishing a catalogue centered on leading British rock acts.

• 1966

  The Who's managers form Track Records[1]Reaction Recordsen.wikipedia.org

  Other

  The release complications surrounding "Substitute" were among the factors associated with Kit Lambert and Chris Stamp's decision to establish Track Records, another independent label distributed by Polydor.

1. 1Reaction Recordsen.wikipedia.org