The Equatics – Where Is Love?

Though they definitely have a grown-up sound, The Equatics released their only album Doin It!!! while they were still in high school. Bassist Benjamin Crawford was the catalyst that brought the Equatics together. A cadre of young musicians in Hampton, Virginia formed the nucleus of the group, and they played a mixture of funk, soul, and (perhaps surprisingly) prog rock, as Crawford was a big fan of Yes. After playing gigs near Hampton, the group decided to enter the Pepsi New Sounds of 72 contest, which involved sending a demo jingle to the company for the chance to win time in the studio. They were featured in the top 10 and recorded their jingle. Pepsi then followed up on the promotion by asking people to send in bottle caps along with votes for their favorite jingle, but this time the prize was much bigger: the chance to record an album at Pepsi’s expense.

The group’s campaign to get people to vote for their jingle paid off, and the result was this album. Once they got in the studio, the band’s manager (and Crawford’s football coach) Frank Johnson tried to move the band towards soul standards like Ain’t No Sunshine, in part because Johnson had always dreamed of being a soul singer. In fact, Johnson provides the vocals on this and another great track from the album Merry Go Round. The group cut the record in a hurry, not even bothering to name the label that was to be responsible for the record. Very few copies of the album were ever distributed, and most were limited to the Richmond, VA area until it became a favorite of crate-digging collectors. Differences between Crawford and Johnson eventually led the group to break up, leaving behind just this one record.

If you’re looking for the original I can only offer you good luck, but Doin It!!! was reissued in 2010 by Now Again Records. If you’re in the mood for more soul cut by young folks, check out I’m Not Ready For Love, which I wrote about a while back.

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