Four months before the Beatles made their bid for the best double album of 1968, Cream made theirs. ‘Wheels Of Fire,’ the record that introduced the classic ‘White Room’ and other great performances by the rock trio, was new in UK record shops exactly 47 years ago, on 9 August 1968, and became a real chart oddity. In sales terms, Cream were on fire.
In an early example of what we now call multi-formatting, Polydor released both a single disc, ‘In The Studio,' which included ‘White Room’ as well as ‘Sitting On Top Of The World,’ ‘Politician’ and ‘Born Under A Bad Sign,’ as well as a double edition with that set and the ‘Live At The Fillmore’ disc, recorded at three different shows at the venue in 1968. The single disc retailed at 36s 1d (just over £1.80) and the double exactly twice that price, 72s 2d.
The result was that, ...