Stevens launched Deram, Decca's off-shoot progressive label, in 1966 with "I Love My Dog", followed by further hits "Matthew & Son" and "I'm Gonna Get Me A Gun"—ingenious, idiosyncratic, albeit lightweight pop. Like label-mate Bowie, Stevens was clearly an unorthodox talent. Typically, the singles and B-sides then bolstered Stevens' debut album, an impressive, diverse collection despite Mike Hurst's archaic production and fussy arrangements. By New Masters, Hurst was deploying an even heavier trowel.