After military service in World War II, he worked in New York City in association with record producer and executive Dave Miller.
He concentrated on record promotion rather than production, and his efforts soon resulted in the success of such releases as "Who's Sorry Now" by Connie Francis, "Purple People Eater" by Sheb Wooley, and "It's Only Make Believe" by Conway Twitty.
[5] The label released "Crossfire" by Johnny and the Hurricanes, as well as the group's follow-ups, including "Red River Rock" which Craft later claimed was recorded by session musicians rather than the band itself.
Craft tried to resuscitate the careers of older R&B stars including Louis Jordan, Roy Milton, Faye Adams, and Percy Mayfield, but with little success except for the re-recording of "Let the Good Times Roll" by Shirley and Lee.
At Warwick, Craft took responsibility for distributing "Wheels" by the String-A-Longs, "Quite A Party" by The Fireballs, and for the jazz album Out of This World, which marked the recording debut of Herbie Hancock.