Both the MC5 and The Stooges caused considerable grumbling among Elektra’s staff, as did polar opposites Bread, this time because of their perceived pop patina. Bread was formed in 1969, when leading producer/arranger and session man David Gates produced Pleasure Faire, a band that included guitarist Robb Royer and songwriter James Griffin.
As Bread, the three combined to create a polished, melodic soft-rock style, which by their second album, On The Waters, unleashed the chart topping single “Make It With You.” Further albums yielded major hits in “Baby I’m A Want You” “Everything I Own,” and “Guitar Man,” by which time another noted session man, Larry Knechtel, had replaced Royer.
Bread’s smooth pop approach also earned them a stream of international hits and they toured successfully. Bread’s sound was not without an edge, but those immaculate pop hits overshadowed the group‘s compelling albums.
Bread was a highly significant group for Elektra as they eased the label’s transition into the 70’s by which time music was changing and Elektra, now part of the Warner Communications Group, reflected the more accessible, AM fuelled direction.