A Reggae label, owned by EMI. Rhino received its first mention in the music press in the 'Gossip' column of 'Music Week' of the 22nd of April 1972, which said that its launch was planned. 'MW' of the 29th of April confirmed the rumour and gave an intended launch date of the 1st of April. According to the article Rhino was intended to feature 'domestic' Reggae, and an exclusive deal had been signed with Bruce White and Tony Cousins of the Creole Music publishing company to supply material for it. The launch must have been delayed slightly, as 'Billboard' of the 6th of May reported that it was to take place 'this week'. 'BB' added that the production deal was for the UK only, and that the signing of a 'major duo' was expected shortly. The duo failed to arrive, but hit-makers Dave Collins ('BB', 27th May) and Desmond Dekker ('BB', 14th October) came on board.
Rhino hit the ground running when its first single, Bruce Ruffin's 'Mad About You' b/w 'Save The People' (RNO-101; 5/72) got into the Chart, peaking at No.9 - Ruffin reportedly disliked the record because of the silly vocal effects on it. Sadly, that was to be Rhino's only success. More than twenty singles followed, most of them having a similar commercial / novelty / Pop Reggae slant as 'Mad About You'. 'Music Week' of the 30th of March 1974 said that after a delay of some five months due to Creole's moving to new premises Rhino had started issuing records again with 'Monster Reggae' b/w 'Tutankhamun' by Frank 'n' Stein (RNO-122; 5/74), but the end was coming. Creole Music had a label for less commercial, rootsier Reggae, 'Cactus' (q.v.), and White and Cousins appear to have decided to concentrate upon that. Cactus hit the Charts in November 1974 with Rupie Edwards's 'Ire Feeling' b/w 'Feeling High' (CT-38; 11/74), but according to 'MW' of the 30th of November the pair had decided some two months earlier to stop running Rhino and the success of Cactus had nothing to do with their decision. They had looked for a replacement deal with other majors including CBS and Pye but had met with a general feeling that Reggae wasn't that good a proposition.
Numbering of Rhino singles was in an RNO-100 series; it stopped at RNO-129 in June 1974, but 130 and 131 exist as test pressings - thanks to Peter Wieland for letting me know of the existence of those of RNO-131, Casper's 'Do You Believe In Miracles' b/w 'See You At 5.00', and for supplying the scan (4). The label design remained unchanged throughout, apart from a tweak in the perimeter text: in October 1973 the reference to 'The Gramophone Co.' at 10 o'clock (1) was altered to refer to 'EMI Records' (2). A similar change took place on most of the other labels in the EMI group at or around that time. There was a company sleeve. Manufacture and distribution were of course by EMI. The label was revived by Creole in 1985, mainly for 12" singles, and survived into the CD era.
Copyright 2006 Robert Lyons.