That's what it should have been. No cleverness, just a lot of serious material.
10cc's blend of musical invention and lyrical lament brought pop perfection to the mid-70s charts
Graham Gouldman had already written hits including For Your Love and Heart Full of Soul for the Yardbirds, Bus Stop for the Hollies and No Milk Today for Herman's Hermits. His fellow Mancunians Kevin Godley and Lol Creme, joined by Eric Stewart who had played with Gouldman in the Mindbenders, had an international hit with Neanderthal Man under the name Hotlegs, before Gouldman joined and they were signed to Jonathan King's label UK Records and rechristened 10cc. The foursome soon divided into two main writing partnerships that brought commercial success (Gouldman and Stewart) and artistic kudos (Godley and Creme).
The 50s doo-wop parody Donna was the first hit, featuring Creme's falsetto. An attempt to repeat the formula with Johnny Don't Do It was too obvious, but then came the hook-laden No 1 Rubber Bullets. Driven by Gouldman's Rickenbacker bass, it retold Jailhouse Rock with a cast of comic characters.
The masterwork, though, did not arrive until 1975's third album, The Original Soundtrack. I'm Not in Love, written by Stewart and Gouldman, turns the protestation on its head so simply and effectively you wonder why no one had written it before. But even if they had, I doubt they would have come up with the backing, a 256-voice choir built from recordings of the band singing single notes in unison.
On tour, they needed backing tapes to capture the dreamy magic, but no one minded. And even the mirrorball lighting when I saw them at the De Montfort hall in Leicester seemed somehow right.
There was another album before the original lineup split. How Dare You spawned two hits – Art for Art's Sake and I'm Mandy, Fly Me – but Godley and Creme wanted to move on. Gouldman and Stewart carried on until 1983 and there were more hits, but the magic years were those of the first three albums. The fractured relationships meant attempts at reunions in 1991 (with all four original members) and 1995 (with Gouldman and Stewart) were not successful.
Which seems a flat end to the story. Except that the music lives on. I'm Not in Love has become one of the most covered serious pop songs of all time, and no doubt the original soundtrack to many a love story.
Kronomyth 9.1: INCONSEQUENCES. This soft, fluffy ballad was floated as the first single from 
I’ve always heard this as a pale successor to “The Things We Do For Love.” THAT song was a roller-coaster ride; this is more of a swan ride. Still it’s a lovely track, fit if not for a king than at least one PM I know. Like most of their singles, the B side is a nonalbum track, promisingly titled “Don’t Squeeze Me Like Toothpaste.” It’s not as silly as it sounds, but a country-pop song with some sweet guitar playing and a good melody. Toothpaste or not, the band lost most of their teeth when Godley and Creme dropped out, as these two tracks confirm.
