Talk about a career killer. Mitch Ryder had produced some of the best rock singles of the 1960s. Top ten hits such as “Sock It To Me Baby,” “Devil With The Blue Dress/Good Golly Miss Molly,” and “Jenny Take A Ride” were all high octane rock classics.
Then along came “What Now My Love.” The idea was to re-make Ryder into a pop star. Released during the late summer of 1967, it reached number 30 on the BILLBOARD MAGAZINE Pop Singles Chart. One can only assume his fan base did not know what they were buying. They quickly figured out his new musical direction, which meant he never had another single crack the American top 75.
He just did not have the voice or personality for light weight pop. The real problem was this releqase was better than what would soon follow.