Although Gabriel continued to use the pioneering Fairlight CMI digital sampling synthesizer, songs from these sessions were less experimental than his previous material. Nevertheless, Gabriel drew on various musical influences, fusing pop, soul, and art rock with elements of traditional world music, particularly African and Brazilian styles. It is Gabriel's first non-eponymous album, So representing an "anti-title" that resulted from label pressure to "properly" market his music.
Often considered his best and most accessible album, So was an immediate commercial success and transformed Gabriel from a cult artist into a mainstream star, becoming his best-selling solo release. The album's lead single, "Sledgehammer", was promoted with an innovative animated music video and achieved particular success, reaching number one on the Billboard Hot 100 and subsequently winning a record of nine MTV Video Music Awards. It was followed by four further singles, "Don't Give Up" (a duet with Kate Bush), "Big Time", "In Your Eyes", and "Red Rain".
Preparing for So, Gabriel considered Bill Laswell and Chic's Nile Rodgers as potential producers. He eventually asked his Birdy collaborator Daniel Lanois to stay at Ashcombe and work with him further. Work on the album began in earnest in February 1985, with "We Do What We're Told (Milgram's 37)" as the first song; the first six months would be spent on writing and developing song sketches. The songs were usually recorded in the studio with Gabriel, Lanois and guitarist David Rhodes playing together to a drum machine, based on an idea or chord structure Gabriel had. Lanois recalled they had "a nice starting point [as] in that kind of scenario, it's not a good idea to have a lot of people around because you get nervous that you're wasting other people's time".
Once they had the songs' foundations, bass and drums were overdubbed - primarily with Tony Levin, and Manu Katché, respectively. According to Lanois, he usually liked "to capture as much of the live playing as possible in any session, but these [sessions] were really the reverse... It was like overdubbing the rhythm section on top of a demo. That was the spirit of the record."
Towards the end of recording, Gabriel became "obsessed" with the track listing and created an audio cassette of all the song's beginnings and ends to hear how the sounds blended together. He wanted to have "In Your Eyes" as the final track, but its prominent bassline meant it had to be placed earlier on the vinyl edition as there is more room for the stylus to vibrate. With later CD releases, this restriction was removed and the track was placed at the end of the album. So was completed in February 1986 and cost £200,000 to make. It was overdubbed at Power Station Studios in New York (as well as all horn section parts having been recorded there), despite Gabriel considering sending it via a computer-telephone set up, reasoning, "that's a lot of information to send via phone. Isn't it amazing though? You can send a song idea around the world to musicians then beam parts back by satellite".
So has been described as Gabriel's most commercially accessible and least experimental album, one that features pop songs and incorporates art pop and progressive pop throughout. Like his previous albums, its basis is in art rock, although on So, Gabriel develops an increased focus on melody and combines this with elements of soul and African music. Gabriel began with around 30 compositional ideas and 20 recorded tracks, which he later winnowed down to twelve songs that were "within finishing distance". The songs are highly influenced by traditional world music, particularly African and Brazilian music, with Gabriel incorporating rhythms and drum beats from these regions.
The album opener was "Red Rain" Gabriel wanted the album to "crash open at the front". Despite disliking "metal" percussion instruments, he was persuaded by Lanois to allow the Police's Stewart Copeland to play cymbals and hi-hat on its opener, " Gabriel sangs – in his upper register, with a throaty, gravelly texture – of a destructive world with social problems such as torture and kidnapping. Next "Sledgehammer" was the final track to be conceived. Most of Gabriel's band had packed away their equipment and were ready to leave the studio, but he asked them to reassemble to quickly run through a song he had an idea for. "Sledgehammer" was partially inspired by the music of Otis Redding, and Gabriel sought out Wayne Jackson, whom Gabriel had seen on tour with Redding in the 1960s, to record horns for the track. Opened by a shakuhachi bamboo flute, its beat is dominated by brass instruments, particularly Jackson's horn, and features lyrics abundant with sexual euphemisms.
So's most political statement, "Don't Give Up", was fuelled by Gabriel's discontent with rising unemployment during Margaret Thatcher's premiership and Dorothea Lange's photograph "Migrant Mother". Gabriel ensured the song, which follows a narrative of an unemployed man and his lover, was written as a conversational piece. He initially sought Dolly Parton to portray the woman; although Parton declined, his friend Kate Bush agreed to feature. Bush serves as the song's respondent, she assumes a comforting role and with delicate vocals, sings lines such as "Rest your head/ you worry too much". The album's first side culminates with "That Voice Again", in which Gabriel explores the concept of conscience, examining the "parental voice in our heads that either helps or defeats us". The song was written after Gabriel's initial discussions with Martin Scorsese about scoring The Last Temptation of Christ
The second part opened with "In Your Eyes" which has been described as Gabriel's greatest love song. Inspired by the Sagrada Família and its architect Antoni Gaudí, Gabriel sings over a drumbeat of only feeling complete in the eyes of his lover. The track features vocal contributions from the Senegalese musician Youssou N'Dour, who sang the song in his native Wolof. Gabriel became interested in the late American poet Anne Sexton after reading the anthology To Bedlam and Part Way Back. He dedicated So's sixth track to her, calling it "Mercy Street" after "45 Mercy Street", a poem released in another posthumous collection. "Mercy Street" is set to one of several Forró-inspired percussion compositions that Gabriel recorded in Rio de Janeiro. When these compositions were unearthed in the studio, they were accidentally played back ten per cent slower than the original recording, giving them a grainy quality that Gabriel and Lanois thought highlighted the cymbal and guitars. It features two harmonious Gabriel vocals; one a shadow vocal an octave below the main vocal. Intended to give a sensual, haunting effect, this was hard to capture except when Gabriel first woke up.
The dance song "Big Time" has funk influences and is built on a "percussive bass sound". Its lyrics satirise the yuppie culture of the 1980s, materialism and consumerism and are the result of Gabriel's self-examination, after he considered whether he may have desired fame after all. "We Do What We're Told (Milgram's 37)" was originally recorded for Peter Gabriel (or Melt). The song relates to the experiment on obedience carried out by the American social psychologist Stanley Milgram, intended as a reference to the obedience citizens show to dictators during times of war.
While "We Do What We're Told" was the final song on initial LP versions of the album, the cassette and CD releases close with "This Is the Picture (Excellent Birds)". "Excellent Birds" was composed with American musician Laurie Anderson. They recorded the song and they filmed music video over a period of three days — which was relatively quick by Gabriel's standards — for inclusion on the 1984 global satellite television broadcast Good Morning, Mr. Orwell.
So was released on 19 May 1986. It topped the charts of seven countries worldwide, including the United Kingdom, where it became Gabriel's second number one album. In the United States, So became one of Geffen Records' most commercially successful releases, peaking at number two and remaining on the chart for ninety-three weeks. In April 1986, "Sledgehammer" was released as the album's lead single and became Gabriel's first and only number one on the Billboard Hot 100, displacing his former band Genesis' first and only US number one "Invisible Touch". The success of "Sledgehammer" can be seen, in part, due to its hugely popular and innovative stop motion music video, designed by Aardman Animations. Gabriel would go on to say in an interview for Rolling Stone that he believed the video exposed So's songs to a wider audience, bolstering the album's success. Two high-charting singles followed, "Don't Give Up", which rose to number nine on the UK Singles Chart and a less successful seventy-nine in America, while "Big Time" peaked at number thirteen in the UK and number eight in America. "In Your Eyes" saw moderate success in America, where it reached twenty-six on the Hot 100, while "Red Rain" peaked at forty-six in the United Kingdom.
So received mostly favourable reviews from music critics. So had "all the usual hallmarks of rhythm and vocals" associated with Gabriel. Other praised the record as Gabriel's most accessible and streamlined album ever", adding that it was "one of the best albums released this year, both commercially and artistically." A record of considerable emotional complexity and musical sophistication" and felt that the mainstream pop music scene would be encouraged to innovate by the album. Althought others were les positive by saying the album results were mixed.
Nevertheless, "So" is often regarded as Gabriel's best album, as well as one of the best albums of the 1980s. It enabled Gabriel to transform from a cult artist, acclaimed for his cerebral, experimental solo work, into a mainstream, internationally known star.
