The band saw their albums as indivisible, complete listening experiences, disliking the re-editing of existing tracks for release as singles. Grant maintained an aggressive pro-album stance, particularly in the UK, where there were few radio and TV outlets for rock music. Without the band's consent, however, some songs were released as singles, particularly in the US. In 1969 an edited version of "Whole Lotta Love", a track from their second album, was released as a single in the US. It reached number four in the Billboard chart in January 1970, selling over one million copies and helping to cement the band's popularity. The group also increasingly shunned television appearances, citing their preference that their fans hear and see them in live concerts.
Following the release of their second album, Led Zeppelin completed several more US tours. They played initially in clubs and ballrooms, and then in larger auditoriums as their popularity grew. Some early Led Zeppelin concerts lasted more than four hours, with expanded and improvised live versions of their repertoire. Many of these shows have been preserved as bootleg recordings. It was during this period of intensive concert touring that the band developed a reputation for off-stage excess.
In 1970, Page and Plant retired to Bron-Yr-Aur, a remote cottage in Wales, to commence work on their third album, Led Zeppelin III. The result was a more acoustic style that was strongly influenced by folk and Celtic music, and showcased the band's versatility. The album's rich acoustic sound initially received mixed reactions, with critics and fans surprised at the turn from the primarily electric arrangements of the first two albums, further fuelling the band's hostility to the musical press.
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