The Diggers were one of the legendary groups of San Francisco's 60's counterculture, taking their name from the original English Diggers (1649-50) who promulgated a vision of society free from private property, and all forms of buying and selling. The Diggers combined street theater, anarcho-direct action, and art happenings in their social agenda of creating a Free City. Their most famous activities revolved around distributing Free Food every day in the Park, and distributing "surplus energy" at a series of Free Stores (where everything was free for the taking).
Born in Spain, Victor Moscoso was the first of the rock poster artists with serious academic training and experience. At the Avalon Ballroom in San Francisco, Moscoso saw rock posters and decided that he could "make some money doing posters for those guys." In 1966, he began designing posters for the Avalon Ballroom; and under his own imprint, Neon Rose, a series for the Matrix, a San Francisco nightclub. Moscoso's style is most notable for its visual intensity, which was obtained by manipulating form and color to create optical effects. He used clashing, vibrating colors and deliberately illegible psychedelic lettering to demand attention.