The Who ( B38 )

 The group's early work was geared towards singles, though it was not straightforward pop. In 1967, Townshend coined the term "power pop" to describe the Who's style. Like their contemporaries, the group were influenced by the arrival of Hendrix, particularly after the Who and the Experience met at Monterey. This and lengthy touring strengthened the band's sound. In the studio, they began to develop softer pieces, particularly from Tommy onwards, and turned their attention towards albums more than singles.From the early 1970s, the band's sound included synthesizers, particularly on Who's Next and Quadrophenia. Although groups had used synthesizers before, the Who were one of the first to integrate the sound into a basic rock structure. In By Numbers the group's style had scaled back to more standard rock, but synthesisers regained prominence on Face Dances.

Townshend and Entwistle were instrumental in making extreme volumes and distortion standard rock practices. The Who were early adopters of Marshall Amplification. Entwistle was the first member to get two 4×12 speaker cabinets, quickly followed by Townshend. The group used feedback as part of their guitar sound, both live and in the studio. In 1967, Townshend changed to using Sound City amplifiers, customised by Dave Reeves, then in 1970 to Hiwatt. The group were the first to use 1000-watt PA systems for live gigs, which led to competition from bands such as the Rolling Stones and Pink Floyd.Throughout their careers, the members of the Who have said their live sound has never been captured as they wished on record. Live gigs and the audience have always been important to the group. "Irish" Jack Lyons said, "The Who weren't a joke, they were fucking real, and so were we."

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