(Pictured: the Dovells, with Len Barry on the far left.)
Len Barry came out of Philadelphia at the turn of the 60s, out of Overbrook High School (alma mater of Wilt Chamberlain and other pro sports stars, along with rapper/actor Will Smith and members of the Delfonics) and the Coast Guard, at a time when when record moguls tried to make stars out of any young man who could carry a tune. He joined the Dovells, a vocal group that scored a handful of hits between 1961 and 1963, most famously “You Can’t Sit Down,” “The Bristol Stomp,” and “Bristol Twistin’ Annie.”
In 1965, Barry hit under his own name with “1-2-3,” which was a smash, going to #1 in Cash Box and #2 on the Hot 100. Thanks to oldies radio, it was once one of those records everybody knew, at least until oldies stations stopped playing 60s music. Among the musicians and singers backing Barry on “1-2-3” were guitarist Bobby Eli, a childhood friend and longtime collaborator of Barry’s who became one of Philadelphia’s major studio stars, especially with the group MFSB; keyboard player Leon Huff, future architect of the Philly soul sound; trumpeter Lee Morgan, famed jazz player pickin’ up a check one year removed from his hit “The Sidewinder;” Valerie Simpson, future Motown songwriter; and members of the Tymes, who had hit in 1963 with “So Much in Love.”
Barry continued to chart after “1-2-3,” but nothing broke as big. In 2011, I told the story of what happened next—one of the great moments in record marketing, a speculation on my part that nevertheless has the ring of truth:
Flash forward to the summer of 1968. Len Barry, three years removed from his biggest hit, is on a new label, and the new label is looking for a score. The thought process is easy to follow: Len Barry is best known for “1-2-3.” Ergo, if we want to get radio stations to notice his new release, shouldn’t it be called “4-5-6”?
Not an unprecedented thought in the entertainment biz then or now—if people like something once, make it a second time and they’ll probably like it again. But there was a flaw in the plan: Somebody would have to write a song called “4-5-6.” What in the hell would a song called “4-5-6” be about? A house number? An area code? A batting average?
It was at this moment some anonymous record executive was seized with a stroke of brilliance worthy of an era 40 years in the future, when no promotional gimmick is too shameless and people will fall for anything. Barry had recorded a song called “Now I’m Alone,” a weeper about a man who has lost his wife and family. In June 1968, that song was released under the title “4-5-6 (Now I’m Alone).”
Never mind that the numerals 4, 5, and 6 do not appear anywhere in it—a radio programmer who remembered “1-2-3” might be persuaded to give it a listen when it crossed his desk, just because of the title on the label.
As it turned out, “4-5-6” didn’t become a hit, although a few stations picked it up. At WRIT in Milwaukee, it rose as high as #14 in August 1968.
A more successful Barry project was the 1969 instrumental hit “Keem-o-Sabe” by the Electric Indian. He originally produced it for his label, Marmaduke, which he co-owned with Philadelphia DJ Hy Lit, although it didn’t become a national hit until after United Artists picked it up. Although Barry likely wrote “Keem-o-Sabe” (and recorded a vocal version of it), it’s credited to Bernice Borisoff, Barry’s mother, and another Philadelphia record mogul, Bernie Binnick. The musicians are all Philadelphia studio cats including Eli, Vince Montana, and other future members of MFSB. Wikipedia claims Daryl Hall is on it too.
From the 70s to the new millennium Barry stayed in the entertainment biz, producing and performing, and he even wrote a novel about growing up in Philadelphia. He died in his home town last week at the age of 79. There’s more about his life and career here.
One More Thing: I was on the air Saturday when the major news organizations called the presidential election for Joe Biden and Kamala Harris, so I got to tell the people about it. I even broke the format to do it—on the country station, talk breaks have been severely curtailed for a couple of months now—but old radio dogs know when to bark, and it’s easier to ask forgiveness than permission anyway. Reading that bulletin was one of the highlights of my radio career.