The format of rock music presentation itself began to shift with the advent of the seventies. In previous decades, music had primarily been presented as singles – single songs which, if they were good enough, would make it to the “top 40” style lists.
Beginning with the Beatles’ Sgt. Pepper’s Lonely Hearts Club Band album, radio stations began to realize that demand was changing. The Lonely Hearts album spawned no real hit singles, but was popular in its entirety. In response, stations began to play selections from the album, thus helping to forward the format now called “Album Oriented Rock” or “Album Rock”. This format utilizes album cuts, but focuses on presenting more playlist-oriented content.
This era also ushered in a new staple of the radio music industry – the disc jockey. As rock music shifted from AM to the higher quality FM radio stations, stations began to use disc jockeys to provide commentary and switch albums and work the first playlist formats, often using playlists built with stacks of color coded index cards.
The seventies also marked the genesis and rise of the dozens of legendary rock bands such as Led Zeppelin, the Rolling Stones, AC/DC, U2, Aerosmith, and The Who. These bands quickly came to dominate the rock music scene. Their wild stage antics, strange clothes and stranger hair added immensely to their rebellious image and helped form the image with which we view the time.
The Rolling Stones are perhaps the most famous trademark band of this era. They are, in fact, still playing shows today that continue to draw larger crowds than all but the most popular modern bands. Rising to prominence during the British rock music revolution in the sixties, the Stones released album after album. “Sticky Fingers,” released in 1971, contained some of the Stones’ greatest hits including “Brown Sugar” and “Moonlight Mile.”
By now drugs and the American under-culture had truly entered and melded with the rock and roll scene. Bands like the Beatles and others in the sixties experimented with narcotics, of course, but in the seventies the experimentation began to get darker. America was already reeling from the Vietnam war and the last entity anyone wanted to trust was the government and others in authority; the rebelliousness and drugs of the rock music revolution was in part a direct reaction to this fact.
The Stones also began to take advantage of a new element of rock performance – stage shows. In the rock tours of bands like the Stones, Queen, and Elton John, fantastic stage magic were all part of the show, and worked in competition with each other until the shows were more fantastic than ever. Mick Jagger of the Stones would often mount a cherry picker to soar out over the audience during live performances.