The first time Led Zeppelin played San Francisco, they opened for Country Joe &amp;amp; the Fish; just three months later, they headlined four nights at Fillmore West and Winterland. BG170 was unlike any other Led Zeppelin poster or, in fact, any other poster in the BG series. Artist Randy Tuten had tired of seeing blimps in every Led Zeppelin advertisement, so he came up with the green avocado. Tuten liked it so much he "... wanted to do one a month that way- a series of crazy fruit posters."
Randy Tuten is the only poster artist whose work spans five decades of design for The Fillmore. The 23 year-old San Francisco native was hired by Bill Graham in January, 1969, and their mutual taste for traditional, readable design style led to a long-lasting work relationship. Although influenced by the compositions of "Fillmore Five" artists Mouse, Kelley and Griffin, Tuten avoided "... Heavy meaning in my posters." Tuten's style reflected his skill as a draftsman, and his designs evolved into an eclectic mix of graphic imagery, lettering and photographs.