The Beatles, a New Kind of Star

How did The Beatles establish a new paradigm for the image of "the star," and how did that image support their global success?

Know (knowledge):

• How The Beatles and their manager Brian Epstein created a visual image that helped launch the group as a global phenomenon
• How The Beatles’ image created a new paradigm of image for the "rock star”
• How The Beatles’ "look" evolved with the social and cultural issues of the mid and late 1960s
• How image reflect the cultural climate of a time period

Be able to:

• Integrate and evaluate information presented in diverse media and formats, including visually, quantitatively, and orally
• Relate changes in fashion and appearance to changes in world events and popular culture
• Make connections between popular music and historical events
• Interpret a range of media, including songs, images, and texts, to develop and demonstrate an understanding of a period of time

The Beatles are famous for their remarkable catalog of hit songs and innovations in the recording studio, but they are also known for their “look” and for their humorous, approachable personal style. When they first formed as a band in the late 1950s, they looked and dressed like typical teenagers, with messy hair, jeans and leather jackets. But under the thoughtful guidance of manager Brian Epstein, who started working with the group in 1962, they began appearing in matching suits and ties.

At the time Epstein came on, The Beatles had played concerts primarily in two different regions, Liverpool and surrounding areas, and Hamburg, Germany. Epstein sought to introduce them to a wider audience. Wearing the same clean-cut outfits and sporting similar haircuts (which were considered dangerously long for the time) turned The Beatles into a traveling musical team. While The Beatles focused on their songwriting and musicianship, Epstein, among other tasks, helped design their look. According to Paul McCartney: “In the early days it was clear that he had a vision of us that was beyond the vision we had of ourselves…. Brian kept us together as a team.” Their visual persona, charisma, and the effect of intimacy they created between themselves and their fans engendered a new kind of rock star.

Over the course of their time together as a band, however, The Beatles’ image changed as the world around them changed. The 1960s was a tumultuous decade in American history, demonstrations, Vietnam War protests, and even riots were regularly in the news and on people’s minds. In addition, significant breakthroughs in space exploration took place. Because of the growing popularity and ownership of television sets, people saw detailed videos of domestic protests, foreign wars in distant lands and broadcasts from outer space right in their living rooms. This changed people's perspectives and caused them to see their places in society, on the planet, and in the Universe differently inspiring, among other things, an emerging counterculture, which brought with it new ideas as well as changes in the way people looked and dressed.

The Beatles too moved on, with fewer photoshoots in suits and ties with matching haircuts. Gradually each member developed his own style. While they were inspired by this new counterculture, they were simultaneously influencing it. Young people looked to the group. The Beatles wore psychedelic clothes that exemplified the new trends, they changed their hairstyles, and grew mustaches and beards. When The Beatles were no longer playing to live audiences, and began focusing on composing and recording in the studio, there was even less pressure to create a specific “look” for performance. This move toward the private further enabled them to establish their own personas.