Sgt. Pepper's Lonely Hearts Club Band album carried on the childhood and Liverpool theme with its circus and fairground effects, its pervading atmosphere of the traditional northern music hall that was in both its main creators' [McCartney and Lennon's] blood." "Sgt. Pepper" album cover was designed by the pop artists Peter Blake and Jann Haworth. Blake recalled of the concept: "I offered the idea that if they had just played a concert in the park, the cover could be a photograph of the group just after the concert with the crowd who had just watched the concert, watching them. If we did this by using cardboard
Sgt. Pepper's Lonely Hearts Club Band A-side single and not included on the album. In February 1967, after recording the title track "Sgt. Pepper's Lonely Hearts Club Band", McCartney suggested that the Beatles should release an entire album representing a performance by the fictional Sgt. Pepper band. This alter ego group would give them the freedom to experiment musically. During the recording sessions, the band furthered the technological progression they had made with their 1966 album "Revolver". Knowing they would not have to perform the tracks live, they adopted an experimental approach to composition and recording on songs such as "Lucy in the Sky with Diamonds",