Simon Frith, the British sociomusicologist and former rock critic, identifies the origins of the power ballad in the emotional singing of soul artists, particularly Ray Charles, and the adaptation of this style by performers such as Eric Burdon, Tom Jones, and Joe Cocker to produce slow-tempo songs often building to a loud and emotive chorus backed by drums, electric guitars, and sometimes choirs.[43] According to Charles Aaron, power ballads came into existence in the early 1970s, when rock stars attempted to convey profound messages to audiences while retaining their "macho rocker" mystique.[44] The hard rock power ballad typically expresses love or heartache through its lyrics, shifting into wordless intensity and emotional transcendence with heavy drumming and a distorted electric guitar solo representing the "power" in the power ballad.[45][46]