LOMA vol.4 - A SOUL MUSIC LOVE AFFAIR: SWEETER THAN SWEET THINGS

From late 1964 until late 1968, Loma stood as the subsidiary of Warner Brothers Records aimed directly at the singles market. During its four year lifespan, the label released over 100 singles and a handful of albums, the vast majority of which reflected the collective taste of the men that guided Loma and thereby the evolution of a distinctive artform: soul music. Viewed objectively, it would be incorrect to compare Loma to the other great R&B repositories of the mid-1960s. It was strictly an adjunct of a bigger label, a commercially-minded operation that threw product at the wall hoping for a hit to stick. But the choices made by those three main participants in charge of the Loma roster—BOB KRASNOW, RUSS REGAN and JERRY RAGOVOY—–have gone on to become cherished totems to legions of music aficionados around the globe, for whom chart statistics say little, while a simple 45 with a burnt yellow label can shake them to the very core. What was once regarded as failure has, in the years since, paradoxically become a story of soulful success.

Volume Four throws up a surfeit of soulful goodies, many of which are previously unreleased. Northern soul fans will marvel at the dancefloor potential.

- compilation and liner notes by Alec Palao
- fully remastered audio featuring rare and unissued cuts
- in-depth notes on artist and label history with rare ephemera