Norman Whitfield helped define the Motown sound in the 1960s and 1970s. A prolific songwriter and producer, Whitfield’s “Psychedelic Soul” fused soul, rock and funk with complex arrangements, socially conscious lyrics, and iconic anthems.

As a teenager, Whitfield began his career in Motown’s quality control department, but his keen ear soon earned him a slot on the label’s roster of songwriters. In 1963, he scored his first Top 10 hit with Marvin Gaye’s “Pride & Joy.” More hits would soon follow with the Marvelettes (“Too Many Fish in the Sea”) and the Velvelettes (“Needle in a Haystack”), but Whitfield’s biggest break came in 1966 when he became the Temptations main producer – a spot he would hold for nearly a decade. His early collaborations with the Temptations yielded some of the group’s most recognizable hits, including “Ain’t Too Proud to Beg,” “(I Know) I’m Losing You” and “Just My Imagination.” As the 1960s marched on, Whitfield’s songwriting and production expanded into psychedelic palettes wrapped in social justice – songs like “Ball of Confusion,” “Cloud Nine,” and Edwin Starr’s “War” simultaneously reflected and affected society’s constant changes. Whitfield had a front row seat to Motown’s transition from early 1960s pop hitmakers to reflecting the tumultuous cultural and political climate of the late-60s/early-70s. Whitfield’s songs paved the way for Motown’s era of significant social commentary – many of these songs remain as relevant today as they were a half-century ago.

Whitfield’s was known for using innovative, extended instrumental arrangements – most notably heard on the Temptations “Papa Was a Rollin’ Stone” and Gladys Knight & the Pips’ “I Heard It Through the Grapevine”. By breaking down antiquated expectations of the three-minute pop song, Whitfield single-handedly expanded the Motown sound, inspiring countless future generations of musicians and producers.

In the 1970s, Whitfield formed his own record label – Whitfield Records – where he would work with artists such as the Undisputed Truth (“Smiling Faces Somewhere”) and Rose Royce (“Car Wash” and “Wishing on a Star”). Whitfield passed away in 2008. In recent years, Whitfield has been honored by the GRAMMYs and the Songwriters Hall of Fame for his significant contributions to rock and roll music.

The Marvelettes, “Too Many Fish in the Sea” (1964) • The Velvelettes, “Needle in a Haystack” (1964) • The Temptations, “Ain’t Too Proud to Beg,” “(I Know) I’m Losing You” (1966) • Gladys Knight & the Pips, “I Heard It Through the Grapevine” (1967) • The Temptations, “Psychedelic Shack,” “Ball of Confusion” (1970) • Edwin Starr, “War” (1970) • The Undisputed Truth, “Smiling Faces Sometimes” (1971) • The Temptations, “Just My Imagination,” “Papa Was a Rolling’ Stone” (1971-72) • Rose Royce, “Car Wash,” “I Wanna Get Next To You” (1976)