Soul was the most successful among all crossover styles, primarily aimed at the African-American community, which evolved from gospel, jazz, and blues. It achieved remarkable popularity in the pop markets of both the US and Europe during the mid-1970s, until its partial decline with the advent of disco. The success of soul can be attributed not only to individual singers or songwriters but also to a number of labels, such as Motown and Stax, along with lesser-known studio bands.

Motown, in particular, can be regarded as the most successful independent label of its time. Situated in the industrial heartlands of Detroit, it substantiated its claim through its remarkable creative autonomy throughout the 1960s. On the other hand, Stax, later known as Stax/Atlantic, operated in the deep South and was responsible for producing what could be considered the perfect rustic, racially diverse alternative to the showbiz glamour of Motown soul.

Soul, exemplified by exceptional singers like Sam Cooke, successfully made the transition from gospel to the secular market. It set the tone for independent artists, presenting a suave lover man persona and an energetic performance style.