By the end of the 1960s, Sonny and Cher's music had ceased to chart.
According to Berman, "the heavy, loud sound of groups like Jefferson Airplane and Cream made the folk-rock music of Sonny and Cher seem too bland."
Cher later said, "I loved the new sound of Led Zeppelin, Eric Clapton, the electric-guitar oriented bands.
Left to myself, I would have changed with the times because the music really turned me on.
But [Sonny] didn't like it—and that was that."
Their monogamous lifestyle during the period of the sexual revolution and the anti-drug position they adopted at the height of the drug culture lost them popularity among American youths.
According to Bego, "in spite of their revolutionary unisex clothes, Sonny and Cher were quite 'square' when it came to sex and drugs."
In an attempt to recapture their young audience, the duo produced and starred in the film Good Times (1967), which was commercially unsuccessful.

Cher's next album, Backstage (1968), in which she runs in diverse musical directions, including Brazilian jazz and anti-war protest settings, was not a commercial success.
In 1969, she was dropped from Imperial Records.
Sonny and Cher had been dropped from Atco; however, the label wanted to sign Cher for a solo album.
3614 Jackson Highway (1969) was recorded without the guidance of Sonny and incorporates experiments in soul music; AllMusic's Mark Deming proclaimed it "arguably the finest album of her career", and still "a revelation" decades later.
Displeased with the 3614 Jackson Highway album, Sonny prevented Cher from releasing more recordings for Atco.

Meanwhile, Sonny dated others, and by the end of the 1960s their relationship had begun to unravel.
According to People magazine, "[Sonny] tried desperately to win her back, telling her he wanted to marry and start a family."
They officially married after she gave birth on March 4, 1969, to Chaz Bono (born Chastity Bono).

The duo spent $500,000 and mortgaged their home to make the film Chastity (1969).
Written and directed by Sonny, who did not appear in the movie, it tells the story of a young woman, played by Cher, searching for the meaning of life.
The art film failed commercially, putting the couple $190,000 in debt with back taxes.
However, some critics noted that Cher showed signs of acting potential; Cue magazine wrote, "Cher has a marvelous quality that often makes you forget the lines you are hearing."

At the lowest point of their career, the duo put together a nightclub routine that relied on a more adult approach to sound and style.
According to writer Cintra Wilson, "Their lounge act was so depressing, people started heckling them.
Then Cher started heckling back.
Sonny ... reprimanded her; then she'd heckle Sonny".
The heckling became a highlight of the act and attracted viewers.
Television executives took note, and the couple began making guest appearances on prime-time shows, in which they presented a "new, sophisticated, and mature" image.
Cher adopted alluring, low-cut gowns that became her signature outfits.
By the end of the 1960s, Sonny and Cher's music had ceased to chart. According to Berman, "the heavy, loud sound of groups like Jefferson Airplane and Cream made the folk-rock music of Sonny and Cher seem too bland." Cher later said, "I loved the new sound of Led Zeppelin, Eric Clapton, the electric-guitar oriented bands. Left to myself, I would have changed with the times because the music really turned me on. But [Sonny] didn't like it—and that was that." Their monogamous lifestyle during the period of the sexual revolution and the anti-drug position they adopted at the height of the drug culture lost them popularity among American youths. According to Bego, "in spite of their revolutionary unisex clothes, Sonny and Cher were quite 'square' when it came to sex and drugs." In an attempt to recapture their young audience, the duo produced and starred in the film Good Times (1967), which was commercially unsuccessful.
Cher's next album, Backstage (1968), in which she runs in diverse musical directions, including Brazilian jazz and anti-war protest settings, was not a commercial success. In 1969, she was dropped from Imperial Records. Sonny and Cher had been dropped from Atco; however, the label wanted to sign Cher for a solo album. 3614 Jackson Highway (1969) was recorded without the guidance of Sonny and incorporates experiments in soul music; AllMusic's Mark Deming proclaimed it "arguably the finest album of her career", and still "a revelation" decades later. Displeased with the 3614 Jackson Highway album, Sonny prevented Cher from releasing more recordings for Atco.
Meanwhile, Sonny dated others, and by the end of the 1960s their relationship had begun to unravel. According to People magazine, "[Sonny] tried desperately to win her back, telling her he wanted to marry and start a family." They officially married after she gave birth on March 4, 1969, to Chaz Bono (born Chastity Bono).
The duo spent $500,000 and mortgaged their home to make the film Chastity (1969). Written and directed by Sonny, who did not appear in the movie, it tells the story of a young woman, played by Cher, searching for the meaning of life. The art film failed commercially, putting the couple $190,000 in debt with back taxes. However, some critics noted that Cher showed signs of acting potential; Cue magazine wrote, "Cher has a marvelous quality that often makes you forget the lines you are hearing."
At the lowest point of their career, the duo put together a nightclub routine that relied on a more adult approach to sound and style. According to writer Cintra Wilson, "Their lounge act was so depressing, people started heckling them. Then Cher started heckling back. Sonny ... reprimanded her; then she'd heckle Sonny". The heckling became a highlight of the act and attracted viewers. Television executives took note, and the couple began making guest appearances on prime-time shows, in which they presented a "new, sophisticated, and mature" image. Cher adopted alluring, low-cut gowns that became her signature outfits.
Cher