license the release to Fontana, a part of Philips. Mainstream success After discovering The Spencer Davis Group, featuring Steve Winwood, at a performance in Birmingham, Blackwell focused on the rock acts that Island had signed. Island became one of the most successful independent labels of the 1960s, 1970s, and 1980s with an eclectic range of artists, including Traffic, King Crimson, Emerson, Lake & Palmer, Jethro Tull, Cat Stevens, John Cale, Free, Fairport Convention, Nico, Heads, Hands and Feet, John Martyn, Sparks, Spooky Tooth, Nick Drake, Roxy Music, Grace Jones, Ultravox, Eddie and the Hot Rods, Robert Palmer, Jess Roden, Marianne Faithfull, The Buggles, Etta James, Melissa Etheridge, Julian Cope, The Cranberries, Womack and Womack, U2, and others. Blackwell also signed artists in non-English speaking countries such as French singer Charlélie Couture whose album, Poèmes rock, was released on Island. "The bigger labels are supermarkets", Blackwell remarked. "I like to think of Island as a very classy delicatessen." Yet Blackwell has admitted to turning down some major names, most notably Elton John, whom he considered too shy to become a successful performer. Island and Blackwell himself became renowned for a relaxed, nurturing approach. Blackwell showed skill in spotting and creating trends, as well as a gift for finding talent. He had an imaginative flair for marketing, and Island's releases were often packaged in lovingly designed gatefold sleeves. Blackwell has said: "I really believe that if people see something that looks good, subconsciously they'll think maybe there's something going on inside, on the record. There were times when somebody came out with a cover which was actually better than the record itself, so I'd have to send them back to remake the record." In 1968, Blackwell was the first record executive to offer a distribution deal to the newly formed Led Zeppelin. Zeppelin manager Peter Grant reneged on the handshake deal. Island Records was also the first distribution home for Trojan Records, Chrysalis Records, Bronze Records, Stiff Records, Virgin Records, ZTT, Gee Street Records and the American Labels Shelter Records whose roster included Tom Petty and the Heartbreakers, J.J. Cale and Phoebe Snow and also Sue Records, who produced Jimmy McGriff, The Soul Sisters and Ike and Tina Turner. Toots and the Maytals Toots and the Maytals introduced the term "reggae" in song with their single "Do the Reggay" (1968). Having signed Bob Marley, Blackwell added Toots and the Maytals to his