Creed Taylor was a well-known and respected name
in the jazz world long before he founded his famous CTI (Creed
Taylor International) record label in the 1970s.
He
began his musical career as a trumpet player, but soon got into
the business end of music with Bethlehem Records, where he worked
as head of A&R. There he recorded artists such as Carmen McRae,
Charles Mingus, Herbie Mann and J.J. Johnson. After moving to
ABC-Paramount, he founded the Impulse! label in 1960. He was not
there long, though he signed John Coltrane to the label. Creed's
next job was with Verve records where he was very successful,
producing Stan Getz's famous bossa recordings as well as Wes Montgomery.
Next Taylor moved to A&M where he worked with Montgomery and
a young George Benson, bringing both artists a wider audience
by utilizing string arrangements and popular songs of the day.
In 1970 he founded CTI and had a great deal of success
with the label, balancing commercial success with artistic achievement.
The label had an aura of sophistication due in part to its trademark
arrangements, solid group of house artists, and distinctive cover
designs and photography
by Pete Turner. George Benson recorded for CTI for quite a
few years, recording what many consider his finest albums for
the label. Other notable CTI session leaders included Hubert Laws,
Antonio Carlos Jobim, Joe Farrell, Milt Jackson, Freddie Hubbard,
and Eumir Deodato. In addition, Taylor had at his disposal an
amazing array of session musicians who played on many different
CTI albums, including Ron Carter, Jack DeJohnette, Herbie Hancock,
and arrangers such as Don Sebesky, Bob James, and Pee Wee Ellis.
CTI artists sold better than most jazz artists had
sold in some time, even though most CTI recordings were artistically
successful.
Though the sound was fresh and updated, there was no sense that
the artists involved were selling out. It seemed that Taylor had
found a new and viable sound for jazz that didn't violate its
artistic sensibilities. Added to the mix was an exclusive arrangement
with producer Rudy Van Gelder, who recorded all of the CTI sessions
from 1973 to 1977 and some after that date as well. Van Gelder
had created signature sounds for Verve, Blue Note, and Prestige
and he did the same for CTI. Though the mix was unusual in many
ways, it was distinctive and created the air of sophistication
and exoticness that Taylor wanted for CTI.
Unfortunately, Taylor became interested in distributing
his own recordings to retailers, a notoriously difficult and expensive
business, and rather than increasing sales as he had hoped, the
strain threatened to bankrupt the company even as it was enjoying
its greatest success-Deodato had hit it big with his fusion version
of "Thus Spake Zarathustra". Taylor had to accept a
distribution deal with Motown Records. Other problems cropped
up as well. Taylor's roster of talent had attracted the attention
of larger labels who began to lure his stars away with lucrative
contracts. Creed lost
George
Benson, Stanley Turrentine, and Freddie Hubbard, but quickly replaced
them with legends such as Paul Desmond, Chet Baker, and Gerry
Mulligan. In addition, he was recording sessions with Bob James
and other former backup musicians and arrangers as leaders.
By 1978 CTI was forced into bankruptcy, though Taylor
managed to strike a new distribution arrangement and signed the
singer Patti Austin. By 1979, though, Taylor was releasing reissues
of the classic CTI records of earlier in the decade. He entered
into a distribution agreement with Columbia Records whereby Columbia
produced and distributed CTI recordings and, in exchange, obtained
ownership of the entire CTI catalog. The only exceptions were
the Grover Washington Jr. catalog that Motown had previously obtained
ownership of and several Bob James recordings that the keyboardist
himself obtained ownership of in a lawsuit against Taylor.
Columbia (now part of Sony Music) retains ownership
of the CTI catalog and has reissued some of the labels top titles
with others to follow later in 2002. However, the reissue program
is best described as sporadic.