Ladies and gentlemen, the return of the Velvelettes. My one-man campaign to raise the profile of Motown’s most criminally overlooked group isn’t helped by this being the first time we’ve written about them here on Motown Junkies in over a year, which gives you some idea just how far down the Hitsville pecking order the ladies had fallen.
Apparently, this song – which, like every Velvelettes single, is excellent, let’s get that out of the way right at the start – was intended as a follow-up to their previous, stupendous Motown 45, Lonely Lonely Girl Am I, back in the summer. But someone at Motown decided they didn’t like the final mix, cancelling the single (slated for VIP 25021, for all the discography nerds out there) and commissioning several new overdubs which were eventually discarded anyway. By the time this sneaked out at the end of 1965, any momentum from Lonely Lonely Girl Am I was lost, and the single failed to chart; there would be just one more Velvelettes 45 before the group disbanded.
But let’s stay on the bright side. This is yet another fine seven-inch from the least-heralded of Motown’s genius writer/artist partnerships, Norman Whitfield’s burgeoning stock within the company owing much to the brilliant interpretation of his ideas by the Velvelettes, who are on excellent form again. If it’s not quite the equal of the two world-beating Velvelettes efforts that came before, well, only in Velveletteworld could this be considered any kind of disappointment, because it’s splendid. Continue reading