With only the one lesser R&B hit 45, and being a debut artist, the LP did not sell in any quantity. The rest of the record was soul music, a mixture of covers such as ‘Can I Change My Mind’ but mainly new songs from Floyd, Sam Dees and other respected writers. Showcasing her vocal talents, they kicked off the album with ‘The Man I Love’, a Gershwin standard that Loleatta handled well. In July 1973, aided by a generous advertising budget, their second Aware 45, ‘Mother Of Shame’, charted and they were quickly into the studios to cut the debut LP “Loleatta”.
With excess ready cash from his nefarious activities, Thevis took the pair and Detroit executive Marlin McNichols to his home base of Atlanta and proceeded to work the music business wholeheartedly. Though her first two 45s were cut in that city, it was her signing to the newly formed Aware label, by gangster owner Michael Thevis, which started her career in earnest. She was persuaded to move into R&B by local jazz guitarist, songwriter and producer Floyd Smith, who she would go on to marry. Loleatta Holloway was a tremendous soul singer who came naturally to the genre following her years with the famed gospel group the Caravans in her home city of Chicago.
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