As Love & Pride began to chart across the planet the groups international promotional activity was exponentially increased. With a second UK tour started, Columbia's lack of commitment to 'Steps in Time' combined with the pressure to deliver a new album stirred internal friction.
By April 85 cracks in the groups unity were starting to emerge. Paul K's amiable and articulate interview style that led the bands press profile was beginning to fuel internal insecurities. Jim, Mick and Tony believed media focus was shifting to far from King the group and to much attention was spent on Paul King as lead singer and star.
Regardless of this growing resentment and its inevitable outcome the CBS pop machine had now been engaged and as such it was impossible to derail. Columbia saw a short window of opportunity in which to guarantee a financial return so their strategy of maximum exposure, regardless of quality or integrity, would continue to roll forward.
The band was in a compromised position. If they gave Columbia the finger and refused to participate in the revised CBS promo campaign then their recording career was finished. On the other hand if they participated there was a least the potential of overcoming their UK labels lack of faith by reaching international audiences and of course should their second album deliver major sales then CBS would no doubt reconsider their thinking.
Having battled to get this far no one was in the mood to just give up. So the group and lead singer jumped onto a conveyor belt of countless press articles and magazine covers along with a schedule of radio, television and publicity appearances that would have today's fame chasing whores green with envy.