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 both began to cover rock music for the first time, with the latter changing its name to "Jazz & Pop" as a result. In addition, following "Sgt. Pepper", established American publications such as "Vogue", "Playboy" and the "San Francisco Chronicle" started discussing rock as art, in terms usually reserved for jazz criticism. Writing for "Rolling Stone" in 1969, Michael Lydon said that reviewers had had to invent "new criticism" to match pop's musical advances, since: "Writing had to be an appropriate response to the music; in writing about, say, "Sgt. Pepper", you had to try to write something as good