Cliff Richard had early success in the UK as a rock and roll singer in the late 1950s and 1960s, adopting the stage name Cliff Richard and styling himself after Elvis Presley. While popular in the UK, he and his backing band The Shadows did not achieve the same level of success in the US as The Beatles. In the mid-1960s to mid-1970s, Richard's career was affected by new bands but he remained popular worldwide. He later rebranded as a Christian artist in the 1970s and finally had success in the US in the 1980s, winning numerous music awards. Today, Cliff Richard continues touring and has expanded his brand through charitable work, endorsements, and social media