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Pet Sounds

Wilson collaborated with jingle writer Tony Asher for several of the songs on the album Pet Sounds, a refinement of the themes and ideas that were introduced in Today!. In some ways, the music was a jarring departure from their earlier style. Jardine explained that "it took us quite a while to adjust to because it wasn't music you could necessarily dance to—it was more like music you could make love to." In The Journal on the Art of Record Production, Marshall Heiser writes that Pet Sounds "diverges from previous Beach Boys' efforts in several ways: its sound field has a greater sense of depth and 'warmth;' the songs employ even more inventive use of harmony and chord voicings; the prominent use of percussion is a key feature (as opposed to driving drum backbeats); whilst the orchestrations, at times, echo the quirkiness of ' exotica ' bandleader Les Baxter, or the 'cool' of Burt Bacharach, more so than Spector's teen fanfares."

For Pet Sounds, Brian desired to make "a complete statement", similar to what he believed the Beatles had done with their newest album Rubber Soul, released in December 1965. Brian was immediately enamored with the album, given the impression that it had no filler tracks, a feature that was mostly unheard of at a time when 45 rpm singles were considered more noteworthy than full-length LPs. He later said: "It didn't make me want to copy them but to be as good as them. I didn't want to do the same kind of music, but on the same level." Thanks to mutual connections, Brian was introduced to the Beatles' former press officer Derek Taylor, who was subsequently employed as the Beach Boys' publicist. Responding to Brian's request to reinvent the band's image, Taylor devised a promotion campaign with the tagline " Brian Wilson is a genius ", a belief Taylor sincerely held. Taylor's prestige was crucial in offering a credible perspective to those on the outside, and his efforts are widely recognized as instrumental in the album's success in Britain.

Released on May 16, 1966, Pet Sounds was widely influential and raised the band's prestige as an innovative rock group. Early reviews for the album in the US ranged from negative to tentatively positive, and its sales numbered approximately 500,000 units, a drop-off from the run of albums that immediately preceded it. It was assumed that Capitol considered Pet Sounds a risk, appealing more to an older demographic than the younger, female audience upon which the Beach Boys had built their commercial standing. Within two months, the label capitulated by releasing the group's first greatest hits compilation album, Best of the Beach Boys, which was quickly certified gold by the RIAA. By contrast, Pet Sounds met a highly favorable critical response in Britain, where it reached number 2 and remained among the top-ten positions for six months. Responding to the hype, Melody Maker ran a feature in which many pop musicians were asked whether they believed that the album was truly revolutionary and progressive, or "as sickly as peanut butter". The author concluded that "the record's impact on artists and the men behind the artists has been considerable."