Learn labels, not artists: the secret to discovering underplayed northern soul gems

Northern soul collectors searching for less familiar dancefloor tracks are advised to focus on record labels rather than artist names. The article says this matters because many artists made only a handful of singles, while label styles can offer clues to the sound of obscure records.

It describes how labels often reflected their city, roster and commercial ambitions: small Detroit labels might echo Motown, while Philadelphia, Chicago and New York developed their own styles. For newer collectors, Okeh, Ric-Tic, Golden World and Stateside are suggested as labels associated with worthwhile northern soul records, alongside later work by Kent Records; listening remains the only guarantee.