The Fillmore Auditorium and promoter Bill Graham

Bill Graham began presenting rock concerts at the Fillmore Auditorium in San Francisco in the mid-1960s and the venue became central to the city's countercultural music scene. Graham's promotions at the Fillmore helped launch and popularize numerous rock acts and established the Fillmore name as synonymous with concert promotion; he later operated Fillmore West at a separate Market Street location. The Fillmore Auditorium remains located at its long-standing city address.