The Motown Record Corporation, was formed in 1960. The record label went on to use a map showing a section of the Northern United States, on its company sleeve. A red star was used to indicate Detroit, Michigan, the Motor City, with its automotive production lines. Motown's headquarters, on Grand Boulevard, had one of its buildings converted into a recording studio, where the Motown Sound was created. The facade bunting was used to promote the location as Hitsville, USA. The label had multiple hit singles in the US charts, while many other popular artists were recording music in the soul style, in the Sixties.