That same year, “Personality” became almost as big a hit, certifying Mr. Price as a bona fide rock ’n’ roll star. In 1962, he set out on his own again, starting Double L Records with Harold Logan (who had also been a partner in his earlier label), with a roster that included a young Wilson Pickett. Mr. Price and Mr. Logan opened a nightclub, the Turntable, on the former site of the celebrated jazz club Birdland in Midtown Manhattan in 1968. Mr. Logan was murdered in 1969.
Mr. Price reached the Top 40 for the last time with a version of the standard “Misty” in 1963, but by that time his star in the music world was fading. He wisely dipped into other arenas, including a partnership with Don King to help promote Muhammad Ali’s “Rumble in the Jungle” against George Foreman in Kinshasa, Zaire, in 1974 and “Thrilla in Manila” against Joe Frazier in the Philippines the next year. Concurrently with the Zaire fight, he helped promote a music festival with a lineup that included James Brown and B.B. King. He lived in Nigeria from 1979 to 1983.
Mr. Price is survived by his wife, Jackie Battle; three daughters, Lori Price, D’Juana Price and December Thompson; two sons, Lloyd Price Jr. and Paris Thompson; a sister, Rose Moore; and several grandchildren and great-grandchildren.
In the 1980s, Mr. Price invested in real estate — he backed the construction of homes in the Bronx — and ran a limousine company. By 2007, at the age of 74, he was talking up his Miss Clawdy line of sweet-potato products to The Wall Street Journal. “It’s going to do things,” he said. “It’s going to bring attention back to the sweet potato.” His company also sold organic cereals and energy bars.
There was always music in the background. Mr. Price helped organize oldies tours, on which he shared the bill with other early rhythm-and-blues acts like Little Richard and Ben E. King, throughout the ’90s and into the 21st century.
Mr. Price released his last album, “This Is Rock and Roll,” in 2017. He published an autobiography, “Lawdy Miss Clawdy: The True King of the 50’s,” written with William E. Waller, in 2009, and a collection of essays, provocatively titled “sumdumhonky,” in 2015.
Peter Keepnews contributed reporting.