Nancy (who began recording for the label in 1961) was retained by Ostin, becoming a major pop star from late 1965. The label moved almost exclusively to rock-oriented music in the late 1960s, although Frank Sinatra continued to record for the label until the 1980s.

Through direct signings or distribution deals, by the 1970s the Reprise roster grew to include Lee Hazlewood, Jill Jackson, Jimi Hendrix,