The Look formed in the Cambridgeshire cathedral city of Ely, gigging locally – originally as an organ-driven prog rock-style band called The Kreed – and began shopping numerous tapes around record company A&R departments.
Their collection of rejection slips grew while the band members made ends meet by working as builders, minicab drivers, and porters (in frontman Johnny Whetstone’s case, alongside Pete Townshend‘s brother at Selfridges once).
After almost signing with London indie label Chiswick, a spring 1978 residency at the Marquee Club in Wardour Street led to a contract with MCA Records, and Radio 1 DJ Simon Bates became their champion when he chose I Am the Beat as a single of the week for his morning show.
In January 1981, the singlebecame a Top 10 hit in the UK charts, helped further by an appearance on Top Of The Pops.
The Look failed to capitalise on the success, however. They toured extensively, and a minor follow-up hit, Feeding Time, reached #50, but their third single – an ill-advised cover of Tonight from West Side Story – failed to reach the charts and sank without a trace.
There were other distractions – a legal case to fight and changes on the management side – and the group disbanded in 1983.
They returned briefly in 2004 with a new album, entitled Pop Yowlin’. They released a new album, Tunes and Stories, in 2012, featuring Alex Baird from The Jags on drums.
Johnny Whetstone
Vocals, guitar Gus Goad
Bass, vocals Mick Bass
Keyboards, guitar, vocals Trevor Walter
Drums
Video
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In January 1981, the single became a Top 10 hit in the UK charts, helped further by an appearance on Top Of The Pops.
