 In the 70's he accepted a position for Scepter and began campaigning with the company to start producing dance music.In 1976, Mel Cheren and Ed Kushins founded West End Records, the music label that defined the sound of New York City in the heyday of disco.Cheren created the 12-inch vinyl single, which permitted longer playing time than the standard seven-inch, and which gained its greatest popularity in discos.