Classic rock grew up on a specific street corner: San Francisco in the late 1960s, where ballroom promoters like Bill Graham turned concert announcements into art. Designers such as Victor Moscoso and Wes Wilson developed a visual language built on vibrating color, hand-lettered type, and psychedelic distortion that became inseparable from the music itself. The period originals shown here come from that first wave, when the poster was part of the event.