Based out of London and known in '64 as The Boys, they had released one single by the time the boys changed their name to The Action in '65. In the span of their career The Action released a mere five singles, all on Parlophone, and all not charting one bit. Their fourth release was their first foray into original material and featured two group-penned songs, the A-side of which is today's song, Never Ever, perhaps the pinnacle of the British reinterpretation of American soul music from this era. Released in January 1967 this was their only record to also see release in the U.S., on Capitol Records later the same year.
While much of popular - and experimental - music at the time was careening into psychedelia or heavier blues based rock, The Action managed to record this relatively tame, sober - and brilliant - soul number. At this point, I believe, The Action were a four piece band, with the highly-esteemed Reg King on vocals, Alan King on guitar and vocals, Mike Evans on bass and vocals, and Roger Powell on drums. The producer here and on the other releases was one George Martin, a name that rings a bell. Perhaps it was his idea to add a horn section and put some backtracked cymbal (to my ears) at various crucial moments here. In any case he seems to know what he's doing.
See you on the Flip-side!