There once was a time when radio stations weren’t interested in a homogenized sound, and even promoted local bands by playing them during prime listening times. That was how I discovered The Look.
After the release of their debut album, “We’re Gonna Rock” in 1981, The Look seemed poised for national, even worldwide fame. They had a national hit single with the title track from their debut album. The video for that same song was getting regular airplay on MTV, making them the first Detroit area band to be played regularly on the fledgling cable TV station. They were getting lots of local radio air time at Detroit radio stations WRIF, WABX, and WWWW (W4). And they were opening concerts for the likes of Cheap Trick, The Kinks, John Cougar Mellencamp, Blood, Sweat & Tears, Joe Cocker, and the J. Geils Band. It looked like they were going to be the next big thing from Detroit.
Unfortunately, that never happened. Because of the shifting focus of local radio stations to have a more nationally familiar sound as they were bought up by large broadcasting conglomerates, their playlists started catering to national hits, with very little emphasis on local talent, and The Look faded away nationally after only a couple incredible albums that never achieved the recognition they were worthy of.
The Look was inducted into The Michigan Rock and Roll Legends Hall of Fame in 2016. It was an honor they well deserved.
But they also deserved so much more.