Held at the Monterey County Fairgrounds in Monterey, California. It was planned by producer Lou Adler, John Phillips of The Mamas & the Papas, producer Alan Pariser, and publicist Derek Taylor. The artists performed for free, with all revenue donated to charity. Over 200 000 people attended the festival, and it is generally regarded as the beginning of the Summer of Love.
It was the first American appearance of Jimi Hendrix and The Who, and the first major exposure for people like Janis Joplin and Otis Redding. Many record company executives were in attendance, and many of the performers won recording contracts based on their appearance at the festival. It was the first major rock festival held in the U.S. and became the model for future festivals, notably Woodstock.
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