Flaming headdresses, face paint, and wild theatrics aside, Yorkshireman Arthur Wilton Brown was one of the finest singers of the First Wave of British Psychedelia (FWOBP). With his histrionic delivery and operatic vocal range, he was a startling talent. Brown’s singing style was equal parts Eric Burdon and Chris Farlowe on the British soul side while also being the precursor to Judas Priest’s Rob Halford and Deep Purple’s Ian Gillan on the metallic side.

The biggest hit on this album was “Fire.” Most are likely familiar with the intro proclamation, “I am the god of Hellfire! And I bring you…” The song went number one in the UK and number two in the US. This track, in part, signaled the destruction of 1967’s Summer of Love–the Summer of Doom, if you will. Blue Cheer, Black Sabbath, and this band were at the forefront of the “fuck that peace shit” movement amidst the assassinations, riots, and strikes of 1968.

Produced by Who manager Kit Lambert, sonically, this album is some bluesy/funky/heavy organ rock featuring co-writing and string & brass arrangements by keyboardist extraordinaire Vincent Crane, whose contribution to the group cannot be diminished. Arthur had the concepts and voice, but Crane manifested the music. An eighteen-year-old Carl Palmer (later of prog giant ELP) took over the drum throne immediately after this album’s release. Crane would soon depart the band with Palmer to start his own progressive/metal organ rock project Atomic Rooster. Both gentlemen were excellent companions during this transition from psychedelia to progressive doom rock.