The Artist Development division of Motown is said to have been the brainchild of record executive Harvey Fuqua, who joined the lable in 1959. At the time of his joining, he had been managing such notable acts as The Spinners, Marvin Gaye, and Johnny Bristol, though the names weren't well-known at the time. When label-owner Barry Gordy saw that Fuqua's artists were on a higher tier than his when it came to performance and etiquette, Gordy began to work with Fuqua and personal motivator Maxine Powell to create Artist Development.
Choreography was an important part of every Motown artist's act, and it was also a part of Artist Development. Choreographer Cholly Atkins was responsible for the smooth dance routines of Motown artists like the Temptations and The Spinners. He spent long hours with the artists, drilling them on the dance routines until the artists knew them perfectly.
Many of the young African American artists that were signed to Motown Records came from poor communities where they didn't learn proper etiquette. The Artist Development division taught the artists how to address people and how to behave on stage and in public as music artists.
Maurice King, musical director of Artist Development, was an important part of the department. He helped the artists to polish their singing skills by teaching them several techniques that honed their singing skills. He also arranged songs and sometimes collaborated with Cholly Atkins on choreography.