Brand X

Brand X emerged in 1974 as a premier vehicle for British jazz fusion, often overshadowed by drummer Phil Collins's fame in Genesis but musically anchored by the core trio of John Goodsall, Percy Jones, and Robin Lumley. Their sound identity is inextricably linked to Percy Jones's pioneering use of the fretless bass, utilizing unique harmonics and a 'bubbling' technique that influenced generations of bassists.

Unlike the more spiritual or funk-heavy American fusion of the era, Brand X leaned into a quirky, almost Canterbury-adjacent sensibility, blending high-velocity improvisation with structured, progressive rock arrangements. Throughout the late 70s, the band functioned as a revolving door for elite session musicians, including Morris Pert and John Giblin, maintaining a high standard of technical execution across albums like 'Product' and 'Do They Hurt?' Critical consensus views them as the UK's answer to Weather Report or Return to Forever, though with a more eccentric, playful edge. Their influence persists among math-rock and modern prog-fusion circles, valued for their ability to make extreme technicality feel fluid and accessible.