toward the end of the war, rupe resolved to get into the entertainment industry. after losing money he had invested in a small record company, he spent $200 on what were called "race records" at the time to systematically analyze them and determine the formula for records that would sell. he decided that the secret lay in a big band sound with a churchy feel. he found the recording talent he needed in the many after-hours clubs in the watts district. he and ben siegert first started juke box records in 1944 and after a few hits, he broke with his partners and started a new company, specialty records. the label soon thrived with roy milton, percy mayfield, and jimmy liggins, along with a very successful gospel catalog. the major producers for the label were rupe, robert "bumps" blackwell, and j. w. alexander. johnny vincent was a sales representative for the company.