His melisma, which was his personal brand - I mean, nobody else could do it. He could play with his voice like an instrument. When I listen to him, I still can't believe the things that he did. The well-reputed Atlantic Records executive, Jerry Wexler, whose organisation steered the careers of a plethora of 1960s stars, said of Cooke, "Sam was the best singer who ever lived, no contest. Musicologists worldwide have given Cooke the nod, as far as singing talent was concerned, placing him ahead of others like Nat King Cole, Roy Hamilton, Ronnie Dyson and Luther Vandross. The high point of male vocalising in popular music was epitomised by the mellow-toned, crystalline vocal delivery of Sam Cooke.
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