The first Reaction Records release is an album entitled Rolled Gold by amazing sixties English pop group, The Action. Although equal in talent to their contemporaries, The Action somehow managed to slip under the commercial radar, even with music industry wizards like George Martin backing the band! What's certain is that Rolled Gold transcends time and space and exists on its own terms as a masterpiece of melodic, guitar-driven rock'n'roll. Now fully restored and re- mastered, Rolled Gold sounds more explosive than ever. And with artists like Velvet Crush, Matthew Sweet, Robert Pollard and Beachwood Sparks singing their praises, the Action seem destined to turn on a whole new generation of listeners.
Matthew Sweet: "Their music is melodic mayhem. Reminiscent of the early Who or the Creation, but fueled by an emerging psychedelia, it has all of my favorite elements -- great songs and playing and singing that is approached with a spirit of abandon sadly missing from 99. 9% of today's music."
Paul Weller: "Reg King stands as one of the best white soul singers… The Action had it in their soul."
Brent Rademaker of Beachwood Sparks: "When Tartarex of the Summer Hits first played me 'Brain' in the early 90's I was immediately stoned by the sound The Action had hit on, and the pleading delivery of Reg King's vocals. I was blown away by how the music, though psychedelic in nature and obviously rooted in soul and R& B, was able to transcend those tags as well as the geography of where the music was created."
Phil Collins: "My all time favourite band… the band that had the most effect on me."
Andrew Sandoval: "The Who had passion, The Small Faces had style, but The Action were the real thing. A mod band made up of genuine mods… A progression without being progressive, these recordings point to what might have been and what really was. The Action were talented, creative and totally of the times. They can be of your times too if you just listen."