As one of Motown's writer/producers, Norman Whitfield began scoring hits with Marvin Gaye and The Marvelettes in the early ‘60s. But he changed the sound of soul music with The Temptations' 1968 hit, “Cloud Nine". Kicking off with Dennis Coffey's wah-wah guitar, the record brought Motown into the era of psychedelic sounds and hard-hitting, topical lyrics. Whitfield would refine the formula on further hits with The Temptations, Edwin Starr and The Undisputed Truth. In 1973 he left Motown to start his own label; three years later he scored with the Car Wash soundtrack and Rose Royce's title song.