In the second half of the decade the character of the label began to change and this is reflected in its singles releases from about 1976 onwards. There was a conscious move back towards the label's roots in Jamaican music in the form of commercial reggae aimed at the rock/pop audience. Names such as Bob Marley & the Wailers, Toots & the Maytals and Third World crop up in the listings with increasing frequency. They and others enjoyed considerable commercial success in the U.K. market. There is evidence too of an increasing number of one-off licensing deals featuring (mainly American) soul and R & B singers (e.g. Barbara Pennington and Betty Davis). Island also joined a growing trend amongst U.K.-based record companies at that time towards exploitation of its own back catalogue, and a substantial programme of reissues was undertaken, especially of ska and reggae titles, most of which seem to have been aimed at a small, specialist audience and did not enjoy widespread commercial success.