Epstein was born into a family of successful retailers in Liverpool, who put him in charge of their music shop, where he displayed a gift for talent-spotting. He first met the Beatles in 1961 at a lunchtime concert at Liverpool's Cavern Club. Although he had no experience of artist management, Epstein put them under contract and insisted that they abandon their scruff-image in favour of a new clean-cut style, with identical suits and haircuts. He then persuaded George Martin of EMI group to produce their records.