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Tammi Terrell died of a brain tumor on March 16, 1970. Gaye was so emotional at her funeral that he talked to her lying in state as if she was going to respond. Gaye insisted, following Terrell's death, that he would no longer record duets with any other female performer nor was he ever going to perform on stage again since Terrell's collapse and subsequent death had spooked him. He already had apprehensions of performing, suffering bouts of stage fright throughout his performing career. Prior to Terrell's death, he had withdrawn from a scheduled performance citing an illness and was later sued for failure to appear. After Terrell's death he stopped doing any more live gigs and never really recovered completely from her passing. He had an inspiration, going back to 1968, to try out for the Detroit Lions football team. After a tryout in early 1970, he wasn't allowed to join the team though he gained friendships with two of its teammates, Mel Farr and Lem Barney. After helping to collaborate what became "What's Going On", he returned to Hitsville on June 1, 1970 to record the song, which was inspired by Gaye's brother's accounts of his experience at the Vietnam War and co-writer Renaldo "Obie" Benson of the Four Tops' disgust of police brutality after seeing anti-war protesters attacked in San Francisco.
Despite releases of several anti-war songs by The Temptations and Edwin Starr, Motown CEO Berry Gordy prevented Gaye from releasing the song, fearing a backlash against the singer's image as a sex symbol and openly telling him and others that the song "was the worst record I ever heard". Gaye, however, refused to record anything that was Motown's or Gordy's version of him. He later said that recording the song and its parent album "led to semi-violent disagreements between Berry and myself, politically speaking." Eventually the song was released with little promotion on January 17, 1971. The song soon shot up the charts topping the R&B chart for five weeks.[15][16] Eventually selling more than two million copies, an album was requested, and Gaye again defied Gordy by producing an album featuring lengthy singles that talked of other issues such as poverty, taxes, drug abuse and pollution. Released on May 21, 1971, the What's Going On album instantly became a million-seller crossing him over to young white rock audiences while also maintaining his strong R&B fan base. Because of its lyrical content and its mixture of funk, jazz, classical and Latin soul arrangements which departed from the then renowned "Motown Sound", it became one of Motown's first autonomous works, without help of Motown's staff producers. Based upon its themes and a segue flow into each of the songs sans the title track, the concept album became the new template for soul music.
Other hit singles that came out of the album included "Mercy Mercy Me (The Ecology)" and "Inner City Blues (Make Me Wanna Holler)", making Gaye the first male solo artist to have three top ten singles off one album on the Billboard Hot 100. All three singles sold over a million copies and were all number-one on the R&B chart. International recognition of the album was slow to come at first though eventually the album would be revered overseas as a "landmark pop record". It has been called "the most important and passionate record to come out of soul music, delivered by one of its finest voices".[17] The success of the title track influenced Stevie Wonder to release an album with similar themes, Where I'm Coming From, in April of that year. Following the release of the album and its subsequent success, Wonder rejected a renewing offer with Motown unless he was allowed creative control on his recordings, which was granted a year later. Gaye's independent success not only related to Motown recording artists, other R&B artists of the era also began to rebel against labels to produce their own conceptual albums. The Jackson 5, one of Motown's final acts to benefit from the label's "glory years" (1959–1972), tried unsuccessfully to get creative control for their own recordings and as a result left in 1975 for CBS Records.
Gaye's success was nationally recognized: Billboard magazine awarded him the Trendsetter of the Year award, while he won several NAACP Image Awards including Favorite Male Singer. Rolling Stone named it Album of the Year, and was nominated for a couple of Grammy Awards though inexplicably wasn't nominated for Album of the Year. In 1972, Gaye reluctantly stepped out of his stage retirement to perform selected concerts, including one at his hometown of Washington, D.C. performing at the famed Kennedy Center, a recording of the performance was issued on a deluxe edition re-release of the What's Going On album. Also in 1972, Gaye performed for Jesse Jackson's PUSH organization and also for a Chicago-based benefit concert titled Save the Children aimed at removing the plight of urban violence in Chicago's inner city. The latter performance was issued as part of a concert film released in early 1973, also titled Save the Children. Following its success, Gaye signed a new contract with Motown Records for a then record-setting $1 million, then the most lucrative deal by a black recording artist.[10] With creative control, Gaye attempted to produce several albums throughout 1972 and early 1973 including an instrumental album, a jazz album, another conceptually-produced album of social affairs (the canceled You're the Man project) and an album with Willie Hutch co-producing. In late 1972, Gaye produced the score for the Trouble Man film and later produced the soundtrack of the same name. The title track was the only full vocal work of the album and was released as a single in the fall of 1972 eventually reaching number seven on the pop chart in the spring of 1973.
