In the 1960s, he recorded Wilson Pickett and Aretha Franklin, and oversaw production of Dusty Springfield's highly acclaimed "Dusty in Memphis" and Lulu's "New Routes" albums. He also cultivated a tight relationship with Stax Records, was an enthusiastic proponent of the then-developing Muscle Shoals Sound and launched the fortunes of Muscle Shoals Sound Studios and the Muscle Shoals Rhythm Section. In 1967 he was named Record Executive of the Year for turning Aretha Franklin's career around. His work in this decade put Atlantic at the forefront of soul music.