LOUD was formed in Leeds by Chris McLaughlin in 1989 following the guitarist’s stint with NEW MODEL ARMY. The group’s debut album, ’D Generation’, was produced by KILLING JOKE frontman Jaz Coleman.

LOUD proceeded to graft through the British club scene, after replacements were found, in ex-New Model Army and SLAMMER bassist Stuart Morrow and former GHOST DANCE bassist Etch. In 1992 the band’s second album ’Psyche 21’ emerged, which was produced by producer Mack (Queen, Electric Light Orchestra. But LOUD weren’t long for the world and Chris McLaughlin would later turn up in 1994 having formed BIG ELECTRIC CAT.