On June 1, 1970, Marvin Gaye walked into Hitsville USA on West Grand Boulevard in Detroit and recorded “What’s Going On.”
What he created that day was unlike anything Motown had ever produced. The song was loose and spacious where Motown singles tended to be tight and propulsive. It had party chatter in the background—real voices, friends of Gaye’s invited to the session—giving it the feel of a living room gathering rather than a professional recording. James Jamerson’s bass line moved with extraordinary freedom, improvised on the spot, ornate and conversational. The Funk Brothers played with unusual latitude. Gaye layered his vocals over themselves, harmonizing with his own voice.
He brought the finished recording to Berry Gordy.
Gordy was reportedly vacationing in the Bahamas when Gaye called to tell him about the record. According to accounts that have circulated widely—though their precise wording varies depending on the source—Gordy responded with something along the lines of telling Gaye the song was the worst thing he had ever heard. Gordy’s documented concerns included the song’s protest content and the scat section, which Gordy reportedly dismissed as old-fashioned. He feared the record would damage Gaye’s crossover appeal and his carefully cultivated image as a sex symbol and ballad singer.
Gaye refused to record anything else for Motown until “What’s Going On” was released.
This was a serious escalation. Gaye was Motown’s most successful male solo artist. The impasse created real pressure within the company. Eventually, Motown’s sales vice president Barney Ales pushed for release, reportedly without Gordy’s explicit approval. The single was released in January 1971.