Canadian psych-rock outfit The Ultimate Image formed in 1967 in Cornwall, Ontario. Drummer Bob Lemire recruited lead vocalist, guitarist, and songwriter Reg Portieous, rhythm guitarist Rick Rouleau, and bassist George Caron. The quartet quickly found a local following, performing at high school dances, local hootenannies, and the Knights of Columbus Hall. Their growing popularity led to steady gigs at Cornwall’s hottest teen club, The Book.

The band caught the attention of Toronto recording studio and label owner Merv Buchanan when a relative suggested he check out the band while in town for the Christmas holidays. Impressed by the group’s dynamic stage presence and strong songwriting, Merv offered The Ultimate Image a recording contract on the spot. In 1969, with a sound that belied their youth, the teens traveled to Merv’s Toronto studio to record the brilliant, dark, moody, and infectious psych masterpiece “It’s a Hard Life” b/w “Rains of Autumn.”

Fervor Records is proud to perpetuate the legacy of The Ultimate Image with this brilliant slice of obscure Canadian psychedelia and Trend Records, the label that made it possible.