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 a larger scale than ever before". Writing in his book "Electric Shock", Peter Doggett describes the release as "An Event" and "the biggest pop happening" to take place between the Beatles' debut on American television in February 1964 and Lennon's murder in December 1980. The album's impact was felt at the Monterey International Pop Festival, the second event in the Summer of Love, organised by Taylor and held over 16–18 June in county fairgrounds north of San Francisco. "Sgt. Pepper" was played in kiosks and stands there, and festival staff wore badges carrying Lennon's lyric "A splendid time is guaranteed