The 50's R&B/rock'n'roll style gave way to soul in the 60's and the artists playing that type of music were by then either nostalgia-acts (Chuck, Diddley, Little Richard) or had updated their styles (Isleys, James Brown etc.).

Meanwhile, music more along the lines with the 50's rock'n'roll R6B style in terms of rhythms, riffs, instrumentation etc. were by the mid-60's primarily played by white brits and the music went in different directions by then while still rooted in 50's rock'n'roll and chicago blues and old R&B. I think Rolling Stones is kind of the quintessential example of this transition and those musical ideas were by then largely removed from its R&B context and had become a rock-thing more-or-less because of a combination of the music being played by people from a different cultural milieu with everything that implies and the music being surpassed in popularity by soul (and later funk) in a more ''black'' R&B context...