They could've been contenders -- hell, they should've been contenders! That's the first thought that passes through one's head as one hears the early singles by the Creation -- and, indeed, how they weren't contenders is astonishing. They had it all, the in-house songwriting, the production, the voices, and the sound that should've put them right up there with the Who and ahead of the Move and Jimmy Page, among others. Their lead guitarist, Eddie Phillips, was even asked by Pete Townshend to join the Who as their second guitarist. But thanks to an unaccountable weakness in their British sales -- as opposed to their German chart action, which was downright robust -- and some instability in their lineup, they were never to enjoy any of the recognition they deserved, and a right turn from psychedelia into soul at the wrong moment took whatever wind they had out of their sails (and sales). And the final few months of their history, filled out by the work of a revived band that never quite got it together in the studio, and singles derived from early outtakes, did nothing but confuse fans and admirers, who couldn't be sure "which" Creation they were dealing with on record.