Motown records was created by Berry Gordy Jr. who is an American record executive, record producer, song writer, film producer and television producer. The Motown record company played a very important role in the racial integration of popular music as an African-American owned label that got crossover success. Motown was the most successful record label of soul music. Motown producers believed "resolutely" in KISS principle (keep it simple stupid) and they used Pop production techniques such as the use of orchestral string sections, charted horn sections, and carefully arranged support vocals. Complex arrangements and melismatic vocal riffs were avoided.