Discovery, Inc.

Booking agencies have always navigated the often tricky waters of coordinating artists with promoters and venues. In Atlanta's late 1960s and early 70s, there were several operations handling such business. Discovery, Inc., founded by Steve Cole in 1968, within a few years became the busiest and largest of the local agencies, at least in the rock-and-roll marketplace. Cole was part of the Atlanta music scene from which emerged the Southern Rock genre. He played a key role in mobilizing the legendary Piedmont Park free concerts (which propelled the Allman Brothers Band), and supplied clubs, colleges, and other settings throughout the Southeast with talent as required. Big name national tours, when in the region, often turned to the local talent pool for opening acts. Discovery provided.

Steve Cole (left) and promoter Alex Cooley at Piedmont Park, Atlanta GA,
photo by Carter Tomassi

From the outset, Discovery marketed the agency's presence, profile, and mission. They also promoted their bands' appearances, bolstering any advertising that club and concert promoters might provide. By 1974, Discovery handled about 20 acts. The Hampton Grease Band was with them from the beginning and, in 1970, landed a recording contract with CBS/Columbia. Discovery represented Lynyrd Skynyrd early in the band's career, also Mose Jones (formerly Stonehenge). In 1972, those two bands became label-mates for Al Kooper's Sound of the South, the first acts Kooper signed. Hydra likely logged the most road miles of any band in Atlanta back in the day, and signed with Phil Walden's Capricorn Records by early 1973. A point could be reached when range and volume of requests for a band outgrew the size of the agency. As happened with those mentioned, the time came when an agency with larger reach and capability was required. It was a good problem to have, and reflected success for both artists and agency.

Discovery, Inc., 1973 roster sample,
(click to enlarge)

In 1974, Discovery, Inc., merged with Holliday Group, another agency in the city. They retained the Discovery name and secured their standing as largest agency in Atlanta. Search results past the merger return very little information. A posting at thestripproject.com indicates that Steve Cole has since passed. Longtime Atlanta musician Darryl Rhoades wrote that Cole "understood the possibilities of the music scene way before other promoters actually acted on it. He predicted that one day bands would be playing huge venues to packed audiences." Atlanta's musical past owes much to Steve Cole.

Steve Cole, Discovery, Inc.,
photo from Billboard, May 24, 1974

Acts represented by Discovery between 1968 and 1974 include: Albatross, The American Cheese, Applejack, Armon, Atlanta Vibrations [later, Vibration], Avenue of Happiness, Axis, The Bag, Booger Band [later, just Booger], Brick Wall, Brother Bait, Buster Brown, Caliban, The Celestial Voluptuous Banana, Choice, Clear, The Coconut Confetti, The Daze After, Dear John, Dogwood, East Side Blues Band, The Electric Collage Light Show, Fifth Order, Flint, Foxes, Gingerbread, Glass Menagerie, Hampton Grease Band, Heat, Hydra, Interprize, Kudzu, Leviathan, Lynyrd Skynyrd, Micropolis, Milkweed, The Mud Child, The New Explanation, The Night Shadows featuring Little Phil, Orpheum Circuit, Pale Paradox, Papa Doc, The Peppermint Confederacy, Perpetual Motion [later, The Motion], Protrudamus, Radar, Resurrection, Rude-Frye, Russian Butt Broil, St George and the Dragonlite Show, Scald Cats, Smokestack Lightnin', The Soul-Jers, Soul Support, The Spontaneous Generation, Stillbrooke, Stonehenge [later, Mose Jones], Stump Brothers, Sweet Fire, Sweet Younguns [later, just Younguns], Traktor, Warm, and West End.

I promise I did not make up any of these names.

Sources:

"Bookers See Southern Bands Still to Be Recorded, Allman Brothers Success a Continuing Momentum," Billboard, May 24, 1974
"Inside Track," Billboard, October 26, 1974
The Great Speckled Bird, advertisements, 1968-1974