Brand X

Brand X co-founder Percy Jones

In 1974, rehearsals began for developing a five-piece instrumental jazz fusion group at Island Studios in London, which was set to include Percy Jones on bass and Phil Collins of Genesis on drums. They had secured a recording deal with Island Records and prepared tracks for a studio album which originally included vocals. However, the vocals were negatively received from Island management, leaving the group to write new material,[6] at the suggestion of Island A&R man Richard Williams.[7] With Collins tied up with Genesis commitments, the band settled on a founding line-up of Jones, John Goodsall on guitar, Robin Lumley on keyboards and vocals, Pete Bonas on guitar, John Dillon on drums and percussion, and Phil Spinelli on percussion and lead vocals. Dillon had left by the end of 1974, and a newly available Collins took his place in 1975.[7] Jones, Goodsall, Lumley and Collins recorded Unorthodox Behaviour in September and October 1975 at Trident Studios with Jack Lancaster guesting on saxophone.[8] They were named Brand X after Island Records staffer Danny Wilding wrote down "Brand X" to keep track of their activity on the studio calendar, and the name stuck. In preparation for their upcoming gigs, the four were joined by Geoff Seopardi on percussion by December 1975.[9][10] Genesis manager Tony Smith became their manager.[7]

Brand X played their first gigs with a series of low key warm-up shows in November and December 1975. These were followed by a full-scale tour across the UK from February 1976, mainly on the college circuit. They had little funds, resorting to renting a synthesiser and PA system, operated with a small road crew, and often played support for the headlining act.[9] Moroccan Roll was released in April 1977 and peaked at No. 37 in the UK[11] and No. 125 in the US. With Collins leaving the group for Genesis commitments, Kenwood Dennard of Pat Martino's group was recruited in New York City in time for their 32-date US tour in May and June 1977. Collins briefly returned later in 1977 for a series of dates, including a spot at the tenth Crystal Palace Garden Party in London and the Fête de l'Humanité in Paris on the same day on a specially chartered plane, the latter attended by an estimated 200,000 people.[12] Livestock, a live album culled from several shows (some with Collins and some with Dennard), was released in November 1977.

Following the 1977 tour, the band would recruit keyboardist Peter Robinson and future Rainbow drummer Chuck Burgi to record the Masques album. Released in 1978 it was the first Brand X album, and the only one during the band's original run, to not feature Phil Collins. The band would once again embark on a tour to promote this album in 1978, with a couple of different drummers in place of Chuck Burgi. The next year, 1979, saw Brand X undertaking their last recording sessions for over 10 years, with Collins returning and other musicians including drummer Mike Clark and bassist John Giblin. It was during these sessions that they would record Product (released that same year), Do They Hurt? (released 1980), and Is There Anything About? (released 1982). Following the completion of these sessions, the band - comprising Goodsall, Jones, Collins, Lumley, and Robinson - embarked on a world tour, after which Collins departed for the final time, continuing with Genesis and eventually launching a successful solo career. Clark returned to the drum stool, and the band toured the UK in April and May 1980 (co-headlining with Bruford).[13] By the time Is There Anything About? appeared in 1982, Brand X had officially ended. A compilation album The Plot Thins: A History of Brand X was released in 1992.

After John Goodsall died, Percy Jones and Robin Lumley confirmed on Facebook, on 14 November 2021, that the Brand X name was now officially retired and no further activity would be done under that name.