The Visual Thing was founded by Jerry Goldstein and Steve Gold in Los Angeles.  "The Gold Happening," as the many projects were taged in the books, which they oversaw. Jerry was already friends with many of the "A listers" of the late sixties rock scene.  So it was no surpirese when he created the LA based company which brought his iconic friends together.  He hired a team of great photographers and graphic designers to create the imagery you see in our content today. Photographers and graphic designers such as Ted Kessel, Ron Raffaelli, Steve Paley, and Jim Robertson. Together they created a collection of posters, flyers, photography, album covers and tour books that are still desired and revered as masterpieces a half-century later.     


Today Jerry step son Jeremy Levine runs The Visual Thing.  Together, their objective is to create a book and develop fine prints with thousand of images, many of which have never been published.  The collection includes photos of legends such as Jimi Hendrix, Beach Boys, Led Zeppelin, Sly and The Family Stone, Fleetwood Mac, Jefferson Airplane, The Rolling Stones, Donovon, Steppenwolf, Blind Faith, Cream, Joe Cocker, Mothers Of Invention, Creedence Clearwater, The Doors, James Brown, Taj Mahal, Three Dog Night, Tommy James and The Shondells, Canned Heat, Brooklyn Bridge, Eric Burden & WAR, Spooky Tooth, Deep Purple, and Iron Butterly amoung many more.


The book will tell the untold stories behind these rare photographs.  The ideas and concepts that led to the creation of the images such as: The Rolling Stones' "head within a head" album cover or Frank Zappa's "Phi Zappa Krappa" poster.  The body of work is a crucial, yet largely unknown, piece of Rock 'n Roll lore, adding an intriguing historical layer to the musicians and cultural movements of the 60's and 70's.

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