Fraser became a trendsetter during the Sixties; Paul McCartney has described him as "one of the most influential people of the London Sixties scene". His London flat and his gallery were the foci of a "jet-set" salon of top pop stars, artists, writers and other celebrities, including members of the Beatles and the Rolling Stones, photographer Michael Cooper, designer Christopher Gibbs, Marianne Faithfull, Dennis Hopper (who introduced Fraser to satirist Terry Southern), William Burroughs and Kenneth Anger. Because of this, he was given the nickname "Groovy Bob" by Terry Southern.