The Radio Caroline's album format meant that, although the station served a gap in the market, its audience was smaller than in the 1960s. Caroline also promoted O'Rahilly's concept of Loving Awareness (LA), a far-eastern inspired philosophy of love and peace. Some DJs were embarrassed at the idea of promoting this on air, but some were fascinated by the challenge of promoting an abstract concept. Disc jockey Tony Allan developed a cult following, combining his promotion of "Loving Awareness" with a professional style, humanity, deep knowledge of music and rich radio voice.
In 1974, O'Rahilly set up a pop group called The Loving Awareness Band, comprising John Turnbull (guitar) and Mick Gallagher (keyboards) both formerly of Skip Bifferty and two session musicians, Norman Watt-Roy (bass) and Charlie Charles (drums). In 1976, The Loving Awareness Band released their only album, Loving Awareness on More Love Records (ML001), a label set up by O'Rahilly. The album was later reissued on CD more than once, although the CD releases have been sourced from a mint vinyl pressing rather than the original master tapes.
The band broke up in 1977, Watt-Roy and Charles played on Ian Dury's New Boots and Panties!! album, and Turnbull and Gallagher joined them on the Stiff's tour, becoming The Blockheads.
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