{"id":1030132,"date":"2017-01-10T10:00:04","date_gmt":"2017-01-10T18:00:04","guid":{"rendered":"http:\/\/www.openculture.com\/?p=1030132"},"modified":"2017-01-10T00:14:39","modified_gmt":"2017-01-10T08:14:39","slug":"how-the-beatles-sgt-peppers-lonely-hearts-club-band-changed-album-cover-design-forever","status":"publish","type":"post","link":"https:\/\/www.openculture.com\/2017\/01\/how-the-beatles-sgt-peppers-lonely-hearts-club-band-changed-album-cover-design-forever.html","title":{"rendered":"How The Beatles\u2019 <i>Sgt. Pepper\u2019s Lonely Hearts Club Band<\/i> Changed Album Cover Design Forever"},"content":{"rendered":"<div class=\"oc-video-wrapper\">\n<div class=\"oc-video-container\">\n\t<span class=\"youtube\"><iframe loading=\"lazy\" title=\"YouTube video player\" class=\"youtube-player\" type=\"text\/html\" width=\"640\" height=\"505\" src=\"\/\/www.youtube.com\/embed\/_st4diqjpis?wmode=transparent&amp;fs=1&amp;hl=en&amp;showsearch=0&amp;rel=0&amp;theme=dark\" frameborder=\"0\" allowfullscreen><\/iframe><\/span>\n\t<\/div>\n<p>\t<!-- \/oc-video-embed -->\n<\/p><\/div>\n<p><!-- \/oc-video-wrapper --><\/p>\n<p>I am old\u00ader than Evan Puschak, The Nerd\u00adwriter, one of a hand\u00adful who have <a href=\"https:\/\/medium.com\/the-creative-landscape-of-youtube\/5-filmmakers-that-have-mastered-the-art-of-the-video-essay-9667f7b2ee9c#.r5q33ewra\">mas\u00adtered the online video essay<\/a>. But I still find myself agree\u00ading with his take on the music video as most\u00adly unnec\u00ades\u00adsary and dis\u00adtract\u00ading. At least at first. Then I get nos\u00adtal\u00adgic and remem\u00adber some of the videos of my youth, like, say The Cure\u2019s \u201c<a href=\"https:\/\/www.youtube.com\/watch?v=X8UR2TFUp8w\">Pic\u00adtures of You<\/a>\u201d or Boyz II Men\u2019s \u201c<a href=\"https:\/\/www.youtube.com\/watch?v=-w6m-nhUcos\">It\u2019s So Hard to Say Good\u00adbye to Yes\u00adter\u00adday<\/a>\u201d\u2014both bit\u00adter\u00adsweet tracks about nostalgia\u2014and I feel dif\u00adfer\u00adent\u00adly. The video can have a pow\u00ader\u00adful emo\u00adtion\u00adal pull on us. But its pow\u00ader to sell music has per\u00adhaps nev\u00ader matched&nbsp;that of the album&nbsp;cov\u00ader, even after the death of the record store. Puschak makes the case that The Bea\u00adt\u00adles for\u00adev\u00ader changed the form, mak\u00ading it into the \u201calmost lim\u00adit\u00adless\u201d art we know today.<\/p>\n<p>Anoth\u00ader crit\u00adic besides Puschak\u2014one who remem\u00adbers buy\u00ading a first press\u00ading of <em>Sgt. Pepper\u2019s Lone\u00adly Hearts Club Band\u2014<\/em>might be alleged to have fall\u00aden vic\u00adtim to a rever\u00adie. But there is nos\u00adtal\u00adgia and there are qual\u00adi\u00adta\u00adtive his\u00adtor\u00adi\u00adcal argu\u00adments, and Puschak, a con\u00adsum\u00admate\u00adly care\u00adful, if exceed\u00ading\u00adly con\u00adcise, essay\u00adist, makes the lat\u00adter. In times past, he informs us, dur\u00ading the first few decades of the indus\u00adtry, record cov\u00aders were more or less util\u00adi\u00adtar\u00adi\u00adan brown paper bags, with some excep\u00adtions. Then came Colum\u00adbia Records design\u00ader <a href=\"http:\/\/www.openculture.com\/2014\/10\/art-of-alex-steinweiss-father-of-record-cover-design.html\">Alexan\u00adder Stein\u00adweiss<\/a> <a href=\"http:\/\/www.openculture.com\/2014\/10\/art-of-alex-steinweiss-father-of-record-cover-design.html\">in 1938 to rev\u00ado\u00adlu\u00adtion\u00adize&nbsp;album art<\/a>, ini\u00adti\u00adat\u00ading a \u201chuge boom in sales.\u201d The mar\u00adket fol\u00adlowed suit and record shops bloomed with col\u00ador as album&nbsp;cov\u00aders became lit\u00adtle bill\u00adboards for their con\u00adtents.<\/p>\n<div class=\"oc-center-da\">\n<div data-fuse=\"22871471544\"><\/div>\n<\/div>\n\n<p>\u201cSince music has no spa\u00adtial dimen\u00adsion,\u201d and we can\u2019t hold it in our hands, \u201cthe album cov\u00ader emerged as the stand-in for the com\u00admod\u00adi\u00adty to be pur\u00adchased. This explains the so-called \u201cper\u00adson\u00adal\u00adi\u00adty cov\u00ader\u201d fea\u00adtur\u00ading promi\u00adnent band pho\u00adtos that look like por\u00adtraits of actors\u2019 troupes. It\u2019s a con\u00adven\u00adtion The Bea\u00adt\u00adles duti\u00adful\u00adly observed on their first few sleeves in the ear\u00adly six\u00adties. As their stature increased, how\u00adev\u00ader, the band \u201cseemed to become dark\u00adly aware of their sta\u00adtus as com\u00admodi\u00adties.\u201d (Thus the glum looks on the cov\u00ader of their unsub\u00adtly titled 1964&nbsp;<em>Bea\u00adt\u00adles for Sale<\/em>.)<\/p>\n<p>Their evo\u00adlu\u00adtion from the teen\u00adpop \u201cper\u00adson\u00adal\u00adi\u00adty cov\u00ader\u201d to the broody and sur\u00adre\u00adal is&nbsp;self-evi\u00addent, from <em>Rub\u00adber Soul<\/em>\u2019s groovy band shot and psy\u00adche\u00addel\u00adic let\u00adter\u00ading to <em>Revolver<\/em>\u2019s take on Aubrey Beard\u00ads\u00adley, cour\u00adtesy of <a href=\"http:\/\/voormann.com\/\">Klaus Vor\u00admann<\/a>, \u201cThe Bea\u00adt\u00adles were lead\u00aders in expand\u00ading an album cover\u2019s func\u00adtion from a mar\u00adket\u00ading tool to a work of art in its own right.\u201d Then we come to <em>Sgt. Pepper\u2019s<\/em>, and the shift is cement\u00aded. The album cover\u2019s design\u00ader, <a href=\"http:\/\/collections.vam.ac.uk\/item\/O88532\/sgt-peppers-lonely-hearts-club-record-sleeve-sir-peter-blake\/\">Peter Blake<\/a>, explic\u00adit\u00adly <a href=\"http:\/\/www.neatorama.com\/2012\/04\/05\/the-cover-art-of-sgt-peppers-llonely-hearts-club-band\/\">thought of the cov\u00ader as<\/a> \u201ca piece of art rather than an album cov\u00ader. It was almost a piece of the\u00adater design.\u201d And&nbsp;the band them\u00adselves had a direct hand in its cre\u00adation. \u201cWe all chose our own colours and our own mate\u00adri\u00adals,\u201d not\u00aded McCart\u00adney.<\/p>\n<p>They also chose most of the peo\u00adple on the cov\u00ader (out of many who turned them down or didn\u2019t make the final cut). By \u201cjux\u00adta\u00adpos\u00ading high\u00adbrow artists and thinkers with pop icons,\u201d says Puschak, \u201cThe Bea\u00adt\u00adles sig\u00adnal the break\u00addown and mix\u00ading of high and low cul\u00adture that they them\u00adselves exem\u00adpli\u00adfied.\u201d What\u2019s bril\u00adliant about the cov\u00ader is that it taps into the band and the record buyer\u2019s nos\u00adtal\u00adgia with an open acknowl\u00adedge\u00adment of the music as com\u00admerce. \u201cWe liked the idea of reach\u00ading out to the record-buy\u00ader,\u201d McCart\u00adney recalled, \u201cbecause our mem\u00ado\u00adries of spend\u00ading our own hard-earned cash and real\u00adly lov\u00ading any\u00adone who gave us val\u00adue for mon\u00adey.\u201d<\/p>\n<p>But, as Puschak points out, the <em>Sgt. Pepper\u2019s<\/em> cov\u00ader also serves as its own cri\u00adtique. \u201cBy stag\u00ading the scene as a per\u00adfor\u00admance and an audi\u00adence,\u201d he says, \u201cthe band chal\u00adlenges us to deal with the func\u00adtion of both.\u201d That this mes\u00adsage coin\u00adcides with their deci\u00adsion to stop tour\u00ading sug\u00adgests that the band was using the album cov\u00ader as they were using their music to draw the audi\u00adence clos\u00ader and give them the pri\u00advate emo\u00adtion\u00adal and aes\u00adthet\u00adic expe\u00adri\u00adences so many invit\u00ading album cov\u00aders now rou\u00adtine\u00adly promise. Design\u00ader Blake and the band encour\u00adaged lis\u00adten\u00aders to have an intel\u00adlec\u00adtu\u00adal rela\u00adtion\u00adship with the record from the very start, with the cryp\u00adtic&nbsp;<a href=\"http:\/\/ultimateclassicrock.com\/sgt-pepper-cover-art-whos-who\/\">who\u2019s\u2011who puz\u00adzle<\/a>&nbsp;pho\u00adtomon\u00adtage of famous peo\u00adple and the lyrics print\u00aded direct\u00adly on the back. In so doing, they announced that although record\u00aded music was inescapably a com\u00admod\u00adi\u00adty, it was also, insep\u00ada\u00adra\u00adbly, a mod\u00adern art.<\/p>\n<p><strong>Relat\u00aded Con\u00adtent:<\/strong><\/p>\n<p><a href=\"http:\/\/www.openculture.com\/2015\/02\/7-rock-album-covers-designed-by-iconic-artists.html\">7 Rock Album Cov\u00aders Designed by Icon\u00adic Artists: Warhol, Rauschen\u00adberg, Dal\u00ed, Richter, Map\u00adplethor\u00adpe &amp; More<\/a><\/p>\n<p><a href=\"http:\/\/www.openculture.com\/2013\/10\/andy-warhol-creates-album-covers-for-jazz-legends-thelonious-monk-count-basie-kenny-burrell.html\">Andy Warhol Cre\u00adates Album Cov\u00aders for Jazz Leg\u00adends Thelo\u00adnious Monk, Count Basie &amp; Ken\u00adny Bur\u00adrell<\/a><\/p>\n<p><a href=\"http:\/\/www.openculture.com\/2011\/07\/classic_jazz_album_covers_animated.html\">Clas\u00adsic Jazz Album Cov\u00aders Ani\u00admat\u00aded, or the Re-Birth of Cool<\/a><\/p>\n<p><a href=\"http:\/\/about.me\/jonesjoshua\"><em>Josh Jones<\/em><\/a><em>&nbsp;is a writer and musi\u00adcian based in Durham, NC. Fol\u00adlow him at&nbsp;<a href=\"https:\/\/twitter.com\/jdmagness\">@jdmagness<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<div style=\"padding: 10px 0\">www.youtube.com\/watch?v=X8UR2TFUp8w\u201d&gt;Pictures<\/div>\n<p>I am old\u00ader than Evan Puschak, The Nerd\u00adwriter, one of a hand\u00adful who have mas\u00adtered the online video essay. But I still find myself agree\u00ading with his take on the music video as most\u00adly unnec\u00ades\u00adsary and dis\u00adtract\u00ading. At least at first. Then I get nos\u00adtal\u00adgic and remem\u00adber some of the videos of my youth, like, [\u2026]<\/p>\n<div style=\"clear:both\"><\/div>\n","protected":false},"author":20,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[72,93],"tags":[],"class_list":["post-1030132","post","type-post","status-publish","format-standard","hentry","category-art","category-music"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How The Beatles&#039; Sgt. Pepper&#039;s Lonely Hearts Club Band Changed Album Cover Design Forever<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.openculture.com\/2017\/01\/how-the-beatles-sgt-peppers-lonely-hearts-club-band-changed-album-cover-design-forever.html\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Josh Jones\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.openculture.com\\\/2017\\\/01\\\/how-the-beatles-sgt-peppers-lonely-hearts-club-band-changed-album-cover-design-forever.html#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.openculture.com\\\/2017\\\/01\\\/how-the-beatles-sgt-peppers-lonely-hearts-club-band-changed-album-cover-design-forever.html\"},\"author\":{\"name\":\"Josh Jones\",\"@id\":\"https:\\\/\\\/www.openculture.com\\\/#\\\/schema\\\/person\\\/dd299f984570248c0c72af54d3db4d80\"},\"headline\":\"How The Beatles\u2019 Sgt. 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