Monocled Alchemist

The Ohio Express “Chewy Chewy” | unleashed . . . C’mon and try it!

This set features single sides from this underrated group who started life as a mid-sixties garage band but got turned into bubblegum kings by Buddah Records . . . includes early tracks from the Cameo Parkway label.

Featured songs in order of appearance:

• The Yardbirds – concert promo, Catalina Island radio spot #2
• Try It
• Roll It Up
• Frank Zappa – Remington electric razors
• Beg, Borrow and Steal
• Chewy Chewy
• Fifth Street Exit – 7-Up ‘The Un-Cola’
• Zig Zag
• Down At Lulu’s
• Big Jack TV show radio advert
• Yummy Yummy Yummy
• Mercy
• The Mod Squad – TV promo spot #1
• She’s Not Coming Home
• Sweeter Than Sugar
• The Bee Gees – concert spot, Anaheim Convention Centre January 1968
• Maybe
• Soul Struttin’

Exploring the Bubblegum sounds of the Ohio Express

The Ohio Express “Chewy Chewy” formed in Mansfield, Ohio in 1967. They released a couple of singles on Cameo Records, before hooking up with the successful Kasenetz-Katz partnership and signing with Buddah Records.

Super K reworked the group utilizing many of the same personnel as the 1910 Fruitgum Company including, Joey Levine.

In this post I delve into my 60s music press archives. Here’s what I found!

UK Discography:

“Yummy Yummy Yummy” / “Zig Zag” (Pye International 7N 25459) May 1968
“Down At Lulu’s” / “She’s Not Coming Home” (Pye International 7N 25469) August 1968
“Chewy Chewy” / “Firebird” (Buddah 201 023) November 1968
“Sweeter Than Sugar” / “Nothing Sweeter Than My Baby” (Buddah 201 038) February 1969
“Mercy” / “Roll It Up” (Buddah 201 044) April 1969
“Sausalito (Is The Place To Go)” / “Make Love, Not War” (Buddah 201 065) November 1969

“Yummy Yummy Yummy”

Ohio Express and “Yummy Yummy Yummy” are going well over the water. But oh dear they sound like angry Troggs or bad tempered goblins to me. (Disc & Music Echo, 18/05/68)

Ohio Express have a potential No.1. It seems heavily influenced by the Troggs who would certainly have made No.1 with it. Lots of these American groups are getting through these days – but only the Box Tops have had any sustaining power. (Mike d’Abo, Disc & Music Echo, 13/07/68)

“Down At Lulu’s”

I don’t like the Ohio Express sound but I admit fleeting admiration for them because they’ve actually come up with a follow-up completely different from that dreadful “Yummy” thing.

This is very solid and moves well and has shades of “La Bamba” in there. They also have a very recognisable sound which is good for a new group and this should do well. (Disc & Music Echo, 03/08/68)

Sounds like the Ohio Express and I think this is already a hit in America. I like it a lot, it’s very very commercial. It’s not quite as catchy as “Yummy Yummy Yummy” but it will be a hit.

It’s out-and-out commercial, which I like – none of your psychedelic stuff. In a way it’s gone back three years – it’s a sort of 1968 rock-and-roll. (Tony Blackburn, Blind Date, Melody Maker, 03/08/68)

Can’t help thinking it’s a bit early to bring out the Ohio Express’ follow-up, when “Yummy” is still doing so well. It opens in the same way as the group’s current hit, with that insistent strumming beat, but then it develops into something remarkably akin to the Beach Boys‘ early surfing style – with falsettos, counter-harmonies, a hectic shuffle beat and a background chant of “baba-baa-baa-baa.

From what I remember of my geography, Ohio is quite a way from the West Coast, though this is decidedly the West Coast sound – albeit in its raw and formative stage. It’s a wonderfully happy disc that’ll have you jigging about like crazy.

Normally hit material but, coming so hot on the heels of “Yummy,” there must be some element of doubt. (NME, 03/08/68)

A sort of surfing sound, in basis, and fair enough. But the interest flags mid-way through the repetitiveness of it all. Only so-so. (Record Mirror, 17/08/68)

“Chewy Chewy”

Rearing their heads again – and I mean to sound stunned that they dare – come Ohio Express with yet another piece of musical brilliance.

By the title you will have gathered it’s another “Yummy” saga. It is. Little voices pipe in over the intro and then that blasted gnome comes in. I think this is ghastly. But their records have a happy – or unhappy, depending on your feelings – habit of being so catchy they become hits. I fear this will too. (Disc & Music Echo, 02/11/68)

That’s enough. It sounds like music for very young teenagers. I hear a lot of this on my car radio and at home. It reminds you just how big a portion of the market is still under 15. (Gary Burton, Blind Date, Melody Maker, 02/11/68)

Well, you couldn’t get much closer to “bubblegum music” than the title of this disc, could you? This must be the first time any composer has devoted an entire lyric to the pleasures of chewing gum!

To a large extent, this is the continuing story of “Yummy Yummy”, except that in the novelty and oft-repeated chorus, the word “chewy” replaces “yummy.”

It’s a happy-go-lucky disc, with a swirling pipe-organ providing a fairground effect, and rattling tambourine accentuating the beat. And, needless to say, the vocal is gay and light-hearted.

All things considered, a record that’s guaranteed to get your party going with a swing because even if no one dances to it, they’ll certainly sing along with it. But the fact that it is too closely related to “Yummy” could hamper its chances in the hit parade. (NME, 02/11/68)

“Chewy Chewy”; “Firebird” (Buddah 201 023). Good bubble gum music this “Chewy Chewy”. A sort of novelty “Yummy Yummy”, if that’s possible – makes my jaw ache just to listen to this. Very similar to their last hit, but I don’t think that’ll balk its chart chances.

I’m not looking forward to hearing it on the radio first thing in the morning – just a bit too bouncy. But I’ll sing along with it even when I go out to play after elevenses.

Flip: This could very well be a cardboard imitation of the Ohio Express doing a ballad. What? It is? Oh my goodness. (Record Mirror, 02/11/68)

“Sweeter Than Sugar”

It’s that unmistakable bubblegum sound again – complete with throbbing beat, pipe-organ and carnival atmosphere. The nasal solo vocalist receives vigorous chanting support from the rest of the group.

The beat is equally as infectious as in the Ohio Express’ previous singles, including “Yummy Yummy,” but the tune isn’t nearly as catchy. And that’s the crux of the matter. (NME 22/02/69)

“Mercy”

Do you like foul music? You do? Then lets bop the underpants boogie, a new dance craze sweeping Anguilla. (Melody Maker, 18/04/69)

Buddah has established a reputation as the bubblegum label, and this does nothing to shatter the illusion. The pounding shuffle beat is great stuff for discotheques, and the routine exudes a wonderfully happy party atmosphere.

The pipe-organ is missing from this track, but the piping effect is simulated vocally behind the soloist. This is probably the Ohio Express’ most commercial since “Yummy.” If only because of the frequently repeated chorus is so familiar – it’s based upon the old French roundelay “Alouette.”

In with a chance, I feel. (NME, 17/04/69)

“Sausalito (Is The Place To Go)”

Penned by the Kasenetz-Katz team, this is another predictable item in the Ohio Express’ instant bubblegum style. Certainly it’s a bright effervescent disc, with a resonant twangy sound from the guitars, and some solid drumming spurred on by handclaps.

But even though the disc is doing well in the States, I don’t think the material is quite up to the high standard which the Chart is demanding in the pre-Christmas rush. (NME, 29/11/69)

Ohio Express don’t laugh at “Yummy” now

“Yummy Yummy Yummy”, I’ve got love in my tummy . . . ” sing the Ohio Express as their first British hit takes the main line to the Top Ten. This happy little love song has meant a breakthrough for yet another American group and along with the Lemon Pipers, 1910 Fruit Gum Company and similar acts has put some new American names in the British charts.

The Express first got together three years ago when all five members were at school in Mansfield, Ohio. “It’s a pretty small town and everybody knew about each other,” explained Dale Powers, 20-year-old lead guitarist. “We started out playing the real old rock stuff like the Kingsmen and that sort of thing.”

The rest of the group are Doug Grassel (19), rhythm guitarist, Jim Pfayler (20), organ, Tim Corwin (19), drums and Dean Kastran (19), bass guitar, and they have been working hard to establish themselves in the American scene and “Yummy Yummy Yummy” has been their big break. As well as being high in the British chart it is way up in the American charts.

The Ohio Express “Chewy Chewy”

“Yummy’ was brought to us by our producer,” said Dale, speaking from the States last week. “They said it was a hit. We laughed but recorded it”.

Before “Yummy,” the Ohio Express had some success with a song called “Beg, Borrow And Steal.”

“It was released overseas but didn’t do much and our second record didn’t do too much either” Dale said. “Our next single is ‘Down At Lulu’s.’ We’ll be releasing in Britain as soon as it starts doing something over here.”

Dale also spoke of the influence that British groups going to America are having On the scene there. “I think every group has been influenced by somebody although it’s mostly the Beatles. Not so much on stage but in writing and performing.”

The influence of the blues based groups is also being felt. “Everybody picks it up,” said Dale. “We have to. The public are really digging it — so we have to pick it up.”

Despite British influence the Ohio Express are concentrating very much on American compositions. They write a certain amount of their own material. “We have both our own stuff and other peoples on our album” stated Dale. “Although, hopefully, all the songs on the next album will be by us.”

American West Coast

Dale went on to say that a lot of American albums featured blues although singles were still very commercial. The boys are working on their next album and hope to make it all their own work, “although if we need something we can always get it,” added Dale.

Outside of the recording sphere, the Ohio Express are working mainly in clubs although they are setting sights on the American West Coast. Their main area of operations being the Mid-West and East Coast at the moment.

“The West Coast is hard because there is not much pay,” said Dale. “It’s really tough. There are so many psychedelic things happening out there. They’re in a world of their own. We may have to change things a bit but we just hope to breakthrough with regular dances and concerts.”

Turning to the British pop field, Dale said that the group followed what was going on by reading about it in the Melody Maker. “We can’t wait to see it for ourselves, though” he said. “In fact we want to see the whole place — anything and everything.”

The present seems assured for the Ohio Express with a well placed single on both sides of the Atlantic and the signals are all set at “Go”. “Looking ahead,” said Dale, “We are all sticking to writing at the moment and to turning out things for the future.” (Melody Maker, 20/07/68)

Bubblegum music Is sweeping the States

BUBBLEGUM music is making a lot of money for New York record producers Jeffrey Katz and Jerry Kasenatz. Yes, that’s right, bubblegum music.

That’s what the American industry is calling the music of Katz and Kasenetz groups like the 1910 Fruitgum Company (“Simon Says”) and Ohio Express (“Yummy Yummy Yummy”).

“I suppose the name came from the Fruitgum Company,” said Jeffrey Katz in his new office as he played me the tape of the Ohio Express’s next hit but one. He has room to be certain of its success.

“Yummy Yummy” has been followed up very quickly on this side of the Atlantic by another big one, “ Down At Lulu’s,” which has already sold a million over here to “Yummy’s” million and a half.

The Ohio Express “Chewy Chewy”

The one after that gets right into the bubblegum image and no mistake, it’s called “Chewy Chewy.”

“To us, it’s happy-go-lucky music,” says Katz. “Although everyone is calling it something new, it’s been around since the beginning of rock and roll. It’s only that, coming after that big, doomy, psychedelic rock thing, it sounds new.”

Jeffrey and Jerry’s interest in it dates back to their days at University of Arizona, though. In those days it meant Peter, Paul and Mary and Dave Clark, whom they booked for college concerts. Two years ago, after they found it impossible to sell the sort of music they liked to record companies, they set up as independent record producers.

The result has been one smash after another.

And last month bubblegum music invaded music’s holy of holies, the Carnegie Hall, with a show that sounds like a rock and roll hater’s nightmare — the 46-piece Kasenatz-Katz Singing Orchestral Circus, consisting of the Fruitgum Company, the Ohio Express and six other groups.

Every visual gimmick

In an age when most groups get a monster sound by over-dubbing the same voices and instruments over and over, K and K put together a symphony-sized rock and roll group, added dancers and dwarfs and every visual gimmick they could dream up, and blew everyone’s mind, including the normally sedate New York Times.

K and K are hoping to be .able to bring the whole show over when the Fruitgum and the Express visit Britain later this year. And if that isn’t possible, they may augment the two groups with local talent.

In any case, they are looking for British groups to add to their roster of groups making happy music for American teenyboppers. (Melody Maker, 03/08/68)