As venues such as the Twisted Wheel evolved into northern soul clubs in the late 1960s and the dancers increasingly demanded newly discovered sounds, DJs began to acquire and play rare and often deleted US releases that had not gained even a release in the UK." These records were sometimes obtained through specialist importers or, in some cases, by DJs visiting the US and purchasing old warehouse stock. Some records were so rare that only a handful of copies were known to exist, so northern soul DJs and clubs became associated with particular records that were almost exclusively on their own playlists. Many of the original artists and musicians remained unaware of their new-found popularity for many years.
As the scene increased in popularity, a network of UK record dealers emerged who were able to acquire further copies of the original vinyl and supply them to fans at prices commensurate with their rarity and desirability. Later on, a number of UK record labels were able to capitalise on the booming popularity of northern soul and negotiate licenses for certain popular records from the copyright holders and reissue them as new 45s or compilation LPs. Amongst these labels were Casino Classics, PYE Disco Demand, Inferno, Kent Modern and Goldmine.
The notoriety of DJs on the northern soul scene was enhanced by the possession of rare records, but exclusivity was not enough on its own, and the records had to conform to a certain musical style and gain acceptance on the dance floor. Frank Wilson's "Do I Love You (Indeed I Do)" has been rated the rarest and most valuable northern soul single