 Due to the arrival of the Beatles and other British bands as well as the rise of soul labels such as Motown and Stax Records and the popularity of James Brown, Penniman's new releases were not well promoted or well received by radio stations.In November 1964, Jimi Hendrix joined Penniman's Upsetters band as a full member.In the Spring of 1965, Penniman took Hendrix and Billy Preston to a New York studio where they recorded the Don Covay soul ballad, "I Don't Know What You've Got (But It's Got Me)", which became a number 12 R&B hit.