1970–1974
Despite the publicity from the chicken incident, the band's second studio album, Easy Action, produced by David Briggs and released in June 1970, fared even worse than its predecessor, entirely failing to chart within the Billboard Top 200. Around this time, fed up with Californians' indifference to their act, they relocated to Pontiac, Michigan, where their bizarre stage act was much better received by Midwestern crowds accustomed to the proto-punk styles of local bands such as the Stooges and the MC5. Despite this, Cooper still managed to receive a cream pie in the face when performing at the Cincinnati Pop Festival. Michigan remained their steady home base until 1972. "L.A. just didn't get it," Cooper stated. "They were all on the wrong drug for us. They were on acid and we were basically drinking beer. We fit much more in Detroit than we did anywhere else."
Alice Cooper appeared at the Woodstock-esque Strawberry Fields Festival near Toronto, Ontario, in August 1970. The band's mix of glam and increasingly violent stage theatrics stood out in stark contrast to the bearded, denim-clad hippie bands of the time. As Cooper himself stated: "We were into fun, sex, death and money when everybody was into peace and love. We wanted to see what was next. It turned out we were next, and we drove a stake through the heart of the Love Generation".
In autumn 1970, the Alice Cooper group teamed with producer Bob Ezrin for the recording of their third studio album, Love It to Death. This was the final album in their Straight Records contract and the band's last chance to create a hit. That first success came with the single "I'm Eighteen", released in November 1970, which reached number 21 on the Billboard Hot 100 in early 1971. Not long after the album's release in January 1971, Warner Bros. Records purchased Alice Cooper's contract from Straight and re-issued the album, giving the group a higher level of promotion.
Love It to Death proved to be their breakthrough studio album, reaching number 35 on the U.S. Billboard 200 album charts. It was the first of 11 Alice Cooper group and solo albums produced by Ezrin, who is widely seen as being pivotal in helping to create and develop the band's definitive sound.
The group's 1971 tour featured a stage show involving mock fights and gothic torture modes being imposed on Cooper, climaxing in a staged execution by electric chair, with the band sporting tight, sequined, color-contrasting glam rock-style costumes made by prominent rock-fashion designer Cindy Dunaway (sister of band member Neal Smith, and wife of band member Dennis Dunaway). Cooper's androgynous stage role had developed to present a villainous side, portraying a potential threat to modern society. The success of the band's single and album, and their tour of 1971, which included their first tour of Europe (audience members reportedly included Elton John and a pre-Ziggy Stardust David Bowie), provided enough encouragement for Warner Bros. to offer the band a new multi-album contract.
Their follow-up studio album Killer, released in November 1971, continued the commercial success of Love It to Death and included further single success with "Under My Wheels", "Be My Lover" in early 1972, and "Halo of Flies", which became a Top 10 hit in the Netherlands in 1973. Thematically, Killer expanded on the villainous side of Cooper's androgynous stage role, with its music becoming the soundtrack to the group's morality-based stage show, which by then featured a boa constrictor hugging Cooper on stage, the murderous axe chopping of bloodied baby dolls, and execution by hanging at the gallows. In January 1972, Cooper was again asked about his peculiar name, and told talk show hostess Dinah Shore that he took the name from a "Mayberry RFD" character.
The summer of 1972 saw the release of the single "School's Out". It went Top 10 in the U.S. and to number 1 in the UK, and remains a staple on classic rock radio to this day. The studio album School's Out reached No. 2 on the US charts and sold over a million copies. The band relocated to their new mansion in Greenwich, Connecticut. With Cooper's on stage androgynous persona completely replaced with brattiness and machismo, the band solidified their success with subsequent tours in the United States and Europe, and won over devoted fans in droves while at the same time horrifying parents and outraging the social establishment. In the United Kingdom, Mary Whitehouse, a Christian morality campaigner, persuaded the BBC to ban the video for "School's Out", although Whitehouse's campaign did not prevent the single also reaching number one in the UK. Cooper sent her a bunch of flowers in gratitude for the publicity. Meanwhile, British Labour Member of Parliament Leo Abse petitioned Home Secretary Reginald Maudling to have the group banned altogether from performing in the country.
In February 1973, Billion Dollar Babies was released worldwide and became the band's most commercially successful studio album, reaching No. 1 in both the US and UK. "Elected", a late-1972 Top 10 UK hit from the album, which inspired one of the first MTV-style story-line promo videos ever made for a song (three years before Queen's promotional video for "Bohemian Rhapsody"), was followed by two more UK Top 10 singles, "Hello Hooray" and "No More Mr. Nice Guy", the latter of which was the last UK single from the album; it reached No. 25 in the US. The title track, featuring guest vocals by Donovan, was also a US hit single. Around this time Glen Buxton left Alice Cooper briefly because of waning health.
With a string of successful concept albums and several hit singles, the band continued their grueling schedule and toured the United States again. Continued attempts by politicians and pressure groups to ban their shocking act only served to fuel the legend of Alice Cooper further and generate even greater public interest. Their 1973 US tour broke box office records previously set by the Rolling Stones and raised rock theatrics to new heights; the multi-level stage show by then featured numerous special effects, including Billion Dollar Bills, decapitated baby dolls and mannequins, a dental psychosis scene complete with dancing teeth, and the ultimate execution prop and highlight of the show: the guillotine. The guillotine and other stage effects were designed for the band by magician James Randi, who appeared on stage during some of the shows as executioner. In 2012 at Dragon Con, Randi and Cooper discussed their working relationship during this period. The Alice Cooper group had now reached its peak and it was among the most visible and successful acts in the industry. Beneath the surface, however, the repetitive schedule of recording and touring had begun to take its toll on the band.
Muscle of Love, released at the end of 1973, was to be the last studio album from the classic lineup, and marked Alice Cooper's last UK Top 20 single of the 1970s with "Teenage Lament '74". An unsolicited theme song was recorded for the James Bond spy film The Man with the Golden Gun (1974), but a different song of the same name by Lulu was chosen instead. By 1974, the Muscle of Love album still had not matched the top-charting success of its predecessor, and the band began to have constant disagreements. For various reasons, the members agreed to take what was expected to be a temporary hiatus. "Everyone decided they needed a rest from one another", said manager Shep Gordon at the time. "A lot of pressure had built up, but it's nothing that can't be dealt with. Everybody still gets together and talks." Journalist Bob Greene spent several weeks on the road with the band during the Muscle of Love Christmas Tour in 1973. His book Billion Dollar Baby, released in November 1974, painted a less-than-flattering picture of the band, showing a group in total disharmony. Cooper later wrote an autobiography with Steven Gaines called Me, Alice (1976) which gave Cooper's version of that era of his career, among other things.
During this time, Cooper relocated back to Los Angeles and started appearing regularly on television shows such as The Hollywood Squares, and Warner Bros. released the Greatest Hits compilation album. It featured classic-style artwork and reached the US Top 10, performing better than Muscle of Love. However, the band's 1974 feature film Good to See You Again, Alice Cooper (consisting mainly of 1973 concert footage with 'comedic' sketches woven throughout to a faint storyline), released on a minor cinematic run mostly to drive-in theaters, saw little box office success. On March 5, 1974, Cooper appeared on episode 3 of The Snoop Sisters playing a Satanic cult singer. The final shows by Alice Cooper as a group were in Brazil in March and April 1974, including the record indoor attendance estimated as high as 158,000 fans in São Paulo on March 30, at the Anhembi Exposition Hall at the start of the first ever South American rock tour.
