Bob Fried came right to the point in his boldly colored, serape-style poster headlining the Mothers of Invention and featuring B.B. King and Booker T. & the MG's.
The handbill measures 4 5/8" x 7 3/16" and displays a calendar of upcoming Bill Graham events on the reverse. It was printed before the concert.
There were also some pre-concert double-sized mailers printed that were conjoined with the BG124 image (see BG123/124). They measure 4 5/8" x 14 7/16".
Trained as a commercial artist, Bob Fried came to San Francisco from New York to study at the Art Institute and work as a free-lance designer. In 1966, he began to look at the rock posters that were appearing throughout the Bay Area. Encouraged by Victor Moscoso, whom he met at the Art Institute, he began to create his own posters. He wanted to keep them simple to convey feelings of dimensional space, similar to an acid trip. Fried attempted to convey the feeling of the plasticity of time that was his experience on LSD.