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The Who  Handbill

from Jun 17, 1969 - Jun 22, 1969

 - BG178-HB

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Poster Art Q & A

Description

The world of poster art changed dramatically in June of 1969 when David Singer began working for Bill Graham. Prior to this poster, styles were essentially the same: psychedelic, colorful and with generally indecipherable lettering. With Singer's first poster, however, poster art began a dramatic transformation. Singer's style was precise and carefully planned, in contrast to the free-form, more spontaneous work of previous artists. Singer also changed lettering styles because, "... by then the shock value... of posters being illegible had worn off." His lettering was more linear, but that did not mean he took the psychedelic out of psychedelic posters. He simply achieved the effect in different ways.

The handbill was only printed once before the concert and displays a calendar of upcoming Bill Graham events on the reverse. It measures 4 5/8" x 7".

There were also some pre-concert postcard mailers printed that were conjoined with the BG179 image (see BG178/179). They measure 7" x 9 1/4".

Concert promoters created handbill versions of many of their posters and used them as sidewalk handouts and dashboard fliers to promote upcoming shows. Many of the handbills are double-sided, with poster art on one side and a calendar of upcoming shows on the other. These handbills represent an important element of rock concert history because they were hands-on marketing tools that united promoter and patron.

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