Robert Fraser (art dealer) first met John Lennon. Fraser art-directed the cover for The Beatles' 1967 LP "Sgt. Pepper's Lonely Hearts Club Band" – he dissuaded the group from using the original design, a psychedelic artwork created by the design collective The Fool, instead suggesting the pop artist, Peter Blake, who created the famous collage cover design. Fraser also gave McCartney a small painting of an apple by René Magritte which is believed to have been the inspiration for the name and logo of the Beatles' record company, Apple Records. It was also through Fraser that Richard Hamilton was selected to design the poster
Sgt. Pepper's Lonely Hearts Club Band 'art form'. Rock and roll is not an 'art form'; rock and roll is a raw wail from the bottom of the guts." In another 1981 assessment, for the magazine "The History of Rock", Simon Frith described "Sgt. Pepper" as "the last great pop album, the last LP ambitious to amuse "everyone"". In his feature article on "Sgt. Pepper"s 40th anniversary, for "Mojo", John Harris said that, such was its "seismic and universal" impact and subsequent identification with 1967, a "fashion for trashing" the album had become commonplace. He attributed this to iconclasm, as successive generations identified the album with