The bubblegum craze of the late 1960s produced several memorable singles and a handful of almost interchangeable groups, one of which was the 1910 Fruitgum Company, led by singer Frank Jeckell and coached by the Super K production team (Jeff Katz and Jerry Kasenetz). This short-lived band specialized in transcendent pop melodies with very simple lyrics that hearkened to childhood games and expressions--“1-2-3 Red Light,” “Simple Simon,” Indian Giver,” etc. For their last album, 1969’s HARD RIDE, the band did an about-face by producing a trippy, hard-rock collection replete with biker imagery on the cover and long, bluesy jams inside.