The much lauded 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 only to find Martin Hawthorn and Colin Clarkson leaving to form P.A.D.D. (Powerful And Deeply Disturbing) with vocalist Andrew Watkins and drummer Rob Francis in late 1991.

LOUD proceeded to graft through the British club scene again, after replacements were found, in ex-NEW MODEL ARMY and SLAMMER bassist Stuart Morrow and former MISSION guitarist Etch. In 1992 the band's second album 'Psyche 21' emerged, which was produced by producer Mack of all people. But LOUD weren't long for the world and Chris McLaughlin would later turn up in 1994 having formed BIG ELECTRIC CAT.

Former member Martin Hawthorn created a new band HARDWARE the same year.