In June 1967, as the counterculture movement gained steam over the Vietnam War, the Monterey International Pop Festival emerged as a watershed moment for the decade. Held across three days at the Monterey County Fairgrounds in Monterey, California, it established the template for the modern rock festival and put the world on notice that rock music had become a global force, all while showcasing different artists that continued to reshape the genre. Subsequent festivals like Woodstock would go on to eclipse Monterey, but it was in 1967 that America was truly introduced to groundbreaking artists like Jimi Hendrix, Janis Joplin, Jefferson Airplane, Otis Redding, and other musicians who would become among the most celebrated rock legends of all time. As such, Monterey Pop represented the exact instant when the underground became mainstream and when popular music transformed from entertainment into cultural identity.Shortly before the festival, San Francisco had become the center of the growing counterculture, with the Haight-Ashbury district emerging as a gathering place for hippies, artists, and musicians who promoted ideals of peace, love, experimentation, and communal living. Psychedelic rock bands such as Jefferson Airplane, the Grateful Dead, and Big Brother and the Holding Company were pioneering entirely new sounds influenced by folk, blues, and jazz, while soul, folk, and blues musicians continued pushing American music from within. Monterey Pop emerged directly from this cultural explosion.Thanks to foresight, the festival’s influence would extend beyond the immediate performances because filmmaker D.A. Pennebaker captured the event for the documentary Monterey Pop, which not only preserved legendary performances like Hendrix’s and Joplin’s but also proved that concert films could be popular. The documentary’s images became central to how later generations would remember the 1960s.The now iconic Woodstock festival all began with an advertisement in The New York Times taken out by four financial investors. Michael Lang was the manager of a rock band, and Artie Kornfeld served as an executive for Capitol Records, a major label of the time for both classical and non-classical music. Joined by capitalists John Roberts and Joel Rosenman, the ad read simply, “Young men with unlimited capital looking for interesting, legitimate investment opportunities and business propositions.” The original idea called for the construction, maintenance and management of a recording studio in the Bethel, Wallkill and Woodstock areas, close to where Bob Dylan and a group called The Band lived. The picturesque setting was first envisioned as a retreat for rock artists, and no thought at all was given to such a prodigious event as the festival that followed. If a live performance was to be held, it would have been staged as a one-day promotion for the studio. By music festival standards, the audience at Woodstock was biblical in size, but the largest audience in festival history also consists of those who claimed they were there. The closing decades of the 20th century abounded with countless claims by Baby Boomers who claimed that they had been among the mass that descended upon the New York farming community. In truth, Woodstock was a three-day, muddy logistical nightmare, as ill-prepared hippies arrived at an equally ill-prepared site with limited food supplies and even more limited access to restrooms. Ironically, as the music festival ballooned beyond anyone’s expectations, it defeated the original purpose of the organizers. As John Roberts explained before Woodstock had even ended, “If we had any inkling that there was going to be this kind of attendance, we certainly would not have gone ahead...Financially speaking, of course, the festival is a disaster.”
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