Reaction Records was an independent British record label, run by music executive Robert Stigwood in 1966 and 1967. Although Reaction released only three albums, one EP and eighteen singles in its brief existence, its roster included two of the most popular British bands of the time, the Who and Cream. The label's first single, the Who's "Substitute", was released several times with different B-sides due to the band's legal dispute with their former record producer, Shel Talmy.