Under its 60's ownership by MGM (Granz later formed Pablo Records), Verve released some of the greatest LPs in rock history: those by the Velvet Underground, The Mothers' Freak Out, Absolutely Free, and We're Only in it for the Money; all were commercial flops, as was their attempt to artificially create a "San Francisco Sound" buzz by signing up Boston bands ("The Bosstown Sound"), including the Ultimate Spinach (with Jeff Baxter).

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