According to the legend, Diana Ross discovered the Jackson 5, and the Supremes singer played a pivotal role in bringing members of the Jackson family — an absolute colossus in music history — into the spotlight. And though Ross is often credited with their discovery, and with a good reason, the story reveals a collaborative effort involving Motown Records and Bobby Taylor, who initially introduced the group to the Detroit label. But before we discuss how Diana Ross came to be credited with the Jackson 5 discovery, let’s first dive into the band’s history.
The story begins in Gary, a city in Indiana that was notorious for its high crime rate back in the 1960s, and sadly, its notoriety still remains. Joseph Jackson, who would become professionally known as Joe Jackson, was a hard-working man who failed to make it in the music business, so he hoped to relive his stage dreams through his children. As a means to achieve this and to keep his kids away from the streets and gangs, he had three of his eldest sons (Jermaine, Tito, and Jackie) form a band in 1964. Two years later, Michael and Marlon joined the group.
Following Marlon and Michael’s entry into the ban, the group began winning various talent shows across different schools in Gary, including the show at Theodore Roosevelt High School. They would go on to perform at several other venues in the Chicago area. In 1967, the Jackson 5 won both talent competitions at Chicago’s Regal Theater and Harlem’s Apollo Theater. During his Rock and Roll Hall of Fame induction speech, Jermaine Jackson disclosed that Gladys Knight first approached the band and sent their demo tape to Motown Records, led by Berry Gordy Jr.
However, Gordy didn’t like the tape, and it ended up being rejected and sent back. The band also recorded an early version of Big Boy, their first single, for One-derful Records, but that was rejected by the label as well. They were eventually signed by Steeltown Records, led by Gordon Keith, under whom they re-recorded Big Boy in January 1968. The single and their rising popularity finally caught the attention of Motown Records in July 1968.
Motown Records is among the best-known and influential record labels in music history, with a rich catalog of Black soul artists and groups. It was a rather disciplined and efficient record printing machine, with teams of songwriters and producers creating hit after hit for the label’s artists to sing. Motown would create a complete image of the artists and decide who sang which song and with whom. This recipe, though depriving artists of creative freedom, made many of them quite famous: Diana Ross included.
As per our opening statement, legend has it that Diana Ross discovered the Jackson 5. After all, she did host a party in their name in her own home in Los Angeles in 1969, thus bringing them into the spotlight. Even the band’s first record was titled Diana Ross Presents the Jackson 5. But what most people don’t know is that Ross’ purported discovery of the Jackson 5 was, in fact, a marketing ploy by Motown, as Ross’ perceived involvement gave the Jackson 5 more credibility.
In actuality, Gladys Knight was the one to put the Jackson 5 into Motown’s crosshairs, and Motown’s producer Bobby Taylor was the one to personally bring Jacksons to Motown by convincing Gordy to sign the band. Diana Ross, already a superstar, simply embraced the role assigned by Motown’s PR machine and helped promote the Jackson 5. She became their mentor and helped catapult their fame by endorsing them and appearing alongside them in early promotions. This partnership not only launched the Jackson 5’s career but also cemented Ross’s influence as a music icon who shaped the future of pop and soul.
She also focused more on Michael Jackson, whom Joe recognized as a talent equal to or even greater than the Jackson 5’s original lead singer, Jermaine. Ross groomed Michael Jackson as a star, and Michael developed an infatuation with Diana Ross that would last a lifetime. In the end, Joe Jackson’s dream was complete, and the whole family moved to California. During their time with Motown, the Jackson 5 became immensely popular with audiences. It was the first recording act to have its first four singles reach the top of the Hot 100.
The band’s biggest draw was the incredible voice and talent of the new lead, Michael Jackson, whose solo career Motown launched in 1971. He soon became the crown jewel of the entire label and went on to become the King of Pop. With that said, the Jackson 5 remains a cultural treasure and one of the pillars of Black American music. So, while Diana Ross didn’t technically discover the Jackson 5, her influence and endorsement ensured they had an iconic launch.