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After the songwriting trio Holland – Dozier – Holland left the label in 1967 over royalty payment disputes, Norman Whitfield became the company's top producer, turning out hits for The Temptations, Marvin Gaye, and Gladys Knight & the Pips.

In the meantime, Berry Gordy established Motown Productions, a television subsidiary which produced TV specials for the Motown artists, including TCB with Diana Ross & the Supremes and The Temptations, Diana!

with Diana Ross, and Goin ' Back to Indiana with The Jackson 5.

The company loosened its production rules, allowing some of its longtime artists the chances to write and produce more of their own material.

This resulted in the recordings of successful and critically acclaimed albums such as Marvin Gaye's What's Going On ( 1971 ) and Let's Get it On ( 1973 ), and Stevie Wonder's Music of My Mind ( 1972 ), Talking Book ( 1972 ), and Innervisions ( 1973 ).