Initial Warner Bros. period (1966–1971)
Waronker collaborations and Song Cycle (pictured 1967) Parks joined
Warner Bros. Records through producer
Lenny Waronker, a young A&R executive mentored by
Reprise Records president
Mo Ostin. After
Seven Arts Productions had acquired Warner Bros. in 1966, the record division rebranded as Warner Bros.-Seven Arts under president
Joe Smith. Waronker, whose father co-founded
Liberty Records, was tasked with overseeing artists acquired during Warner Bros.' 1966 purchase of
Autumn Records, including
the Mojo Men,
the Beau Brummels, and the Tikis. He assembled a team featuring Parks, songwriter
Randy Newman, and keyboardist
Leon Russell. Parks initially questioned Waronker's "filthy-rich" background but was convinced by his professional trust, including a loaned sports car, and a solo contract offer. He later said that Waronker had sought him out because of his association to Brian Wilson: "He's never admitted that to me, but it's no offense to him to say that." Seeking to distance the group from associations with
surf music, then considered passé, Parks proposed renaming the Tikis to
Harpers Bizarre to reflect his appreciation for
Cole Porter and
Depression-era songwriting. He arranged and performed on Harpers Bizarre's first two albums for Warner Bros., ''
Feelin' Groovy and Anything Goes'' (both 1967). The latter included their rendition of "High Coin" and Porter's "
Anything Goes". During sessions for the Mojo Men, Parks experimented with eight-track recording technology, drafting arrangements on butcher paper in a style likened by Henderson to
Jack Kerouac's manuscripts. Waronker encouraged experimental approaches, which he summarized as "Go in with a good song and weird it out." The resulting singles "
The 59th Street Bridge Song (Feelin' Groovy)" (a national Top 10 hit for Harpers Bizarre) and "
Sit Down, I Think I Love You" (written by Stills and arranged by Parks for the Mojo Men, reaching regional charts), convinced the label of the group's ability. Parks produced Harpers Bizarre's version of "Come to the Sunshine", their follow-up single. Warner Bros. financed the recording of Parks' rendition of
Donovan's song "
Colours", credited under the pseudonym "George Washington Brown", as a test single. After journalist
Richard Goldstein praised the record in the
Village Voice, the company greenlit a full solo album but required Parks to use his real name. On January 5, 1967, he signed a multi-album contract with Warner Bros., an agreement that included a substantial recording budget, full creative control, and no set deadlines. This was an extraordinary allowance for an artist like Parks, comparable to the largesses afforded to the Beatles. {{listen|type=music By April, Parks had withdrawn from the
Smile project to focus on his debut album,
Song Cycle, recorded over seven months with sessions produced by Waronker, engineered by Lee Herschberg and Doug Botnick, and mixed by Bruce Botnick. A
concept album centered on Hollywood and Southern California, it was one of the most expensive albums ever produced, costing approximately $80,000 (equivalent to $ in ). Parks characterized his studio approach as "
the quick brown fox jumps over the lazy dog", explaining that his techniques had been molded by observing Wilson's practice of recording single tracks across multiple studios to maximize his sonic palette: "It wasn't necessary to me to be where they were firing the biggest guns. But to me, to be at a place where there was a good gun with a great shot." At Parks' commission, Newman wrote the opening track "Vine Street". Upon release,
Song Cycle elicited positive reviews from critics associated with the
New Journalism movement, but yielded confusion from retailers, radio programmers, and the label's marketing staff. To address poor sales, the company, without consulting Parks, launched an unconventional ad campaign declaring the album a commercial flop. According to Parks, "there was every expectation that the recording costs would be recovered, and they were, within three years." After completing
Song Cycle Parks relocated to Laurel Canyon and co-produced Newman's
1968 self-titled debut album with Waronker, which faced a similar reception. The Parks-Waronker production team reunited for folk singer
Arlo Guthrie's 1969 album
Running Down the Road, featuring contributions from Los Angeles session musicians such as Ry Cooder. They then produced Cooder's
1970 self-titled debut album, containing an ornate orchestral rendition of "
One Meat Ball" arranged by Parks.
Beach Boys and Little Feat signings Following the Beach Boys' departure from
Capitol Records, the band signed to Reprise in 1969 through a deal brokered by Parks. Amid concerns about the group's contractual complexities and declining record sales, Parks later stated that he "put [his] job on the line" to facilitate the deal. The band's second album for the label, ''
Surf's Up (1971), included the title track, co-written by Parks originally for Smile'', and "
A Day in the Life of a Tree", featuring Parks singing part of the coda. in 1975. Parks forged a friendship and songwriting partnership with bandleader
Lowell George (front) In the 1970s, Parks collaborated extensively with
Little Feat founder
Lowell George, contributing to the band's recordings and co-writing material throughout the decade. Parks and George first met during sessions for
the Fraternity of Man's second album
Get It On! (1969), which featured future Little Feat members
Richie Hayward and George's songwriting collaborator Martin Kibbee. Their friendship grew after Little Feat's
self-titled 1971 debut album, with Parks periodically co-writing, producing, and advising George on music business matters. After Warner Bros. had considered dropping the band, Parks invited George to contribute guitar to his forthcoming follow-up to
Song Cycle and record their collaborative song "Sailin' Shoes", with the results later reaffirming Little Feat's value to Warner Bros. Hayward later stated, "Van Dyke Parks got us our record deal and produced us. He's an amazing human being—the
Oscar Levant of rock music. [...] He's old school. You can tell by his violin scores."
Executive promotion, music video pioneering, and other signings in the early 1970s From the late 1960s to early 1970s, Parks transitioned to an executive role at Warner Bros., having proposed alternative revenue streams to reduce artists' reliance on touring. He spearheaded the creation of Audio-Visual Services, a division producing promotional films for acts such as Zappa,
Joni Mitchell,
Earth, Wind & Fire, and
Captain Beefheart. Directors and crews were recruited from the advertising industry to realize these projects, intended for screening before Warner Bros. theatrical features and potential educational or cable television distribution. The films combined performance footage with surrealist visuals, exemplified by Beefheart's
Lick My Decals Off short. Parks was appointed as the division's head in August 1970. According to Henderson, The division dissolved by mid-1971. According to some writers, Ostin deemed the initiative financially unsustainable due to limited distribution avenues and costs exceeding $500,000 (equivalent to $ in ). Parks stated in a 2013 interview that only one of the films produced had exceeded costs of $18,500: "I provided that each artist would get 25% of the net profits of the rentals or sales. [...] Warners soon tired of what I thought was a fair equation of participation in creative profits, and basically isolated me to the extent that I left." Unrealized plans included a dedicated cable channel; internal memos from Parks referenced early concepts for what became
Music Television, including the phrase "I want my music television" and the acronym "MTV". Parks remained under Ostin, later saying, "I was directly under Mo Ostin at WB Records [...] I answered to only one man. That was Mo." His initiatives had also extended to facilitating logistical support for filming at the 1969
Woodstock Festival, though he later distanced himself from the festival: "I had other priorities than queuing at a rock concert's mud flat latrine." In 1970, Parks and Newman recommended
electronic music duo
Beaver & Krause to Smith, leading to their signing. In 1972, Parks became involved in the career of musician
Peter Ivers through mutual associate
Buell Neidlinger. Parks admired Ivers' songwriting and technical skill on harmonica, leading to Ivers signing with Warner Bros. and recording his third album,
Terminal Love (1974). Ivers also contributed as a session musician on Parks' projects. ==Caribbean-focused era and further collaborative work (1970–1976)==