Genre: pop
Rating: *** (3 stars)
Title:  Chewy, Chewy
Company: Buddah
Catalog: BDS 5026
Year: 1969
Country/State: Mansfield, Ohio
Grade (cover/record): VG / VG
Comments: --
Available: 2
Catalog ID: 5877
Price: $20.00

No, bubblegum pop isn't going to change your life, but it's a genre that should bring a smile to anyone that still has a pulse. And within the bubblegum universe 1969's "Chewy, Chewy" was a pretty good example of what was good and what was less impressive within the genre. While the cover showed a mod looking quintet, by the time the album was released the band had effectively become little more than a nameplate for Joey Levine and Artie Resnick and other outside writers and producers. In fact, unlike earlier releases, this time out there wasn't a single band original; Levine and Resnick were responsible for the majority of the eleven songs. Levine also apparently handled most of the lead vocals. For what it was worth, in practical terms the creative shift didn't have a major impact on the overarching sound which remained dominated by short, highly commercial pieces of pop fluff. This was music as product with the clear goal being radio play and massive sales. While some folks will recoil from the notion of art as commerce, I'd point out that's the case for most things in life so why should this be any different. Add to that the fact most of these tracks were quality pop and what wasn't to like? Okay, the between-song comedy bits were outright irritating and on occasion the push for commerciality was simply overwhelming (check out 'Yes Sir').

- Yes it owed more than a passing nod to the earlier hit 'Yummy Yummy Yummy', but all hyperbole aside 'Chewy, Chewy' was even better and may be one of the finest three minutes in American bubblegum. Mindless fun and insidiously catchy, you couldn't shake the stupid thing out of your head once you've heard it. Gawd forbid it was the first song you heard when you woke up. Easy to see why it was tapped as a single. rating: **** stars
- With Levine employing a dry and raspy lead vocal, it took a little while for 'Nothing Sweeter Than My Baby' to kick into gear, but when it did the song was as good as anything else on the album. Nice pounding bass line. rating: *** stars
- With a slinky edge, 'So Good, So Fine' was interesting in that it found the group aiming for a harder song. Shame it faded out so fast. rating: ***
- Fellow bubble gummers 1910 Fruitgum Company enjoyed the hit, bit this version of '1,2,3 Red Light' was every bit as good. Actually it didn't sound all that different from the hit version. rating: ***
- Another Levine-Resnick effort, 'Yes Sir' was the first real disappointment. Mind you, complete with oboe solo, the song wasn't bad, rather sounded even more calculated than the rest of the set. It actually sounded like a bad Herman's Hermits song had Peter Noone been an American. rating: ** stars
- Side two started out with the album's most psychedelic tune - 'Let It Take You'. Of course it wasn't an acid soaked slice of experimentation, but within the commercial confines imposed on Levine and company it wasn't half bad. The lysergic backing vocals were kind of cool. It was also interesting to hear Levine turn in his best Paul McCartney-the-rocker vocal. rating: ***
- 'Little Girl' was interesting given it mixed a nice fuzz-propelled garage rocker with some exceptionally lame vocals. Shame, since it could have been a great song with a better set of lyrics. rating: ** stars
- 'Fun' was a pretty, but forgettable mid-tempo ballad. It would have made a good candy bar commercial. rating: ** stars
- One of the album's most commercial numbers 'Firebird' was also one of the standout performances. Great, mindless summer fun with a hook that was perfect for radio. Hard to understand why General Motors didn't buy rights to the song in order to use it as a commercial for the Firebird nameplate. rating: **** stars
- 'Simon Says' was another tune farmed out to a number of Buddah bands. Like '1,2,3 Red Light' 1910 Fruitgum Company enjoyed the hit version, though this one sounded pretty much the same. In fact it might even be the same backing track with Levine's vocals slapped on top of it - never bothered to do a side-by-side comparison. Maybe someone out there knows. rating: ** stars
- 'Down In Tennessee' sounded like a weird hybrid of Brian Wilson and the Beach Boys and The New Vaudeville Band. In fact it sounded like Levine had borrowed more than a little from 'Winchester Cathedral'.  rating: ** stars

Buddah also tapped the album for a single in the form of:


- 1968's 'Chewy Chewy' b/w 'Firebird' (Buddah catalog number BDA 70) # 15 pop

Ironically the hit single also spelled the end of the band. With the band touring the country, Buddah management released the single without any bothering to inform them it was happening. They reportedly discovered the single when they heard it on the radio while traveling to a concert performance. Already frustrated with the state of affairs including financial disagreements with the label, singer/keyboardist Jim Pfayler was the first to leave (or was fired depending on what story you listen to). He was followed out the door by singer/bassist Dean Kastran and lead guitarist Dale Powers. Within a matter of months the latter two were drafted and ended up doing tours of duty in Vietnam.

"Chewy, Chewy" track listing:
(side 1)
1.) Chewy, Chewy (Joey Levine - Artie Resnick) - 3:19
2.) Nothing Sweeter Than My Baby (S. Gordon) - 2:47
3.) So Good, So Fine (Joey Levine - Artie Resnick) - 1:42
4.) 1,2,3 Red Light (S. Trimachi, B. Trimachi) - 2:17
5.) Yes Sir (Joey Levine - Artie Resnick) -2:09

(side 2)
1.) Let It Take You (Joey Levine) - 2:47
2.) Little Girl (Joey Levine - Artie Resnick) - 2:02
3.) Fun (Joey Levine - Artie Resnick) - 2:10
4.) Firebird (Joey Levine - Artie Resnick) - 2:32
5.) Simon Says (E. Chiprut) - 2:11
6.) Down In Tennessee (Joey Levine - Artie Resnick) - 3:00

If anyone's interested, YouTube has a clip of the band lip synching 'Chewy, Chewy':
http://www.youtube.com/watch?v=qvVSQauwnBM