--- title: Sgt Pepper's Lonely Hearts Club Band: History of Cover Photo description: The famous photo that would be the album cover for The Beatles album was taken 50 years ago. Here's how it came together. canonical: https://time.com/4713080/sgt-peppers-album-photo/ author: Olivia B. Waxman article:opinion: false article:content_tier: free article:published_time: 2017-03-30T13:00:12.000Z article:modified_time: 2026-08-04T07:47:33.808Z article:section: History og:title: The Story Behind the 'Sgt. Pepper's Lonely Hearts Club Band' Album Cover og:description: The famous photo that would be the album cover for The Beatles album was taken 50 years ago. Here's how it came together. og:url: https://time.com/4713080/sgt-peppers-album-photo/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltbb2a67095ecb1991/6988bfe3bc6cfcf3df3e0a29/gettyimages-74253269.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 3600 og:image:height: 2025 og:image:alt: Album Cover For "Sergeant Pepper's Lonely Hearts Club Band" og:type: article twitter:card: summary_large_image twitter:title: The Story Behind the 'Sgt. Pepper's Lonely Hearts Club Band' Album Cover twitter:description: The famous photo that would be the album cover for The Beatles album was taken 50 years ago. Here's how it came together. twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltbb2a67095ecb1991/6988bfe3bc6cfcf3df3e0a29/gettyimages-74253269.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # The Story Behind the _Sgt. Pepper's Lonely Hearts Club Band_ Album Cover > Sponsored content. 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They are at time.com/newsletters and are separate from a paid subscription. ## Video: TIME's 100 Most Influential Photos: Harry Benson [Watch (HLS stream): TIME's 100 Most Influential Photos: Harry Benson](https://cdn.jwplayer.com/manifests/UchdAGJa.m3u8) (19:57)  _Published 2016-11-17. The Beatles were on the cusp of greatness, and photographer Harry Benson was in the middle of it. His pillow-fight photo was taken in the swanky George V Hotel the night the band found out “I Want to Hold Your Hand” hit No. 1 in the U.S._  by [Olivia B. Waxman](https://time.com/author/olivia-b-waxman/)  ## Olivia B. Waxman Staff Writer Mar 30, 2017 1:00 PM UTC  Album cover designed by art director Robert Fraser for The Beatles album Sgt. Pepper's Lonely Hearts Club Band which was released on June 1, 1967. Album cover designed by art director Robert Fraser for The Beatles album Sgt. Pepper's Lonely Hearts Club Band which was released on June 1, 1967.Michael Ochs Archives—Getty Images  by [Olivia B. Waxman](https://time.com/author/olivia-b-waxman/)  ## Olivia B. Waxman Staff Writer Mar 30, 2017 1:00 PM UTC [It was 50 years ago today](https://www.youtube.com/watch?v=DcuweZAWS%5Fg) that the _Sgt. Pepper’s_ _Lonely Hearts Club Band_ photo shoot took place. Thursday marks the 50th anniversary of the taking of the famous photo that would grace the cover of the album that features tracks such as “When I’m Sixty Four,” “With a Little Help From My Friends,” “Lucy in the Sky with Diamonds.” The album — which took a little over three months to produce, over four to six sessions a week — sold 2.5 million copies in its first three months, TIME [reported in a 1967 cover story](http://time.com/vault/issue/1967-09-22/page/78/), after it hit record stores on June 1, 1967. The album cover featured a Pop-Edwardian design by English Painter Peter Blake and his wife Jann Haworth, with a star-studded crowd — including eight Beatles — gathered around a grave. “Eight? Well, four of them, standing around looking like wax dummies, are indeed wax models of the Beatles as most people remember them: nicely brushed long hair, dark suits, faces like sassy choirboys,” TIME observed. “The other four Beatles are very much alive: thin, hippie-looking, mustachioed, bedecked in bright, bizarre uniforms. Though their expressions seem subdued, their eyes glint with a new awareness tinged with a little of the old mischief. As for the grave in the foreground: it has THE BEATLES spelled out in flowers trimmed with marijuana plants.” The rest of the crowd included Marilyn Monroe, Karl Marx, Edgar Allan Poe, Albert Einstein, Lawrence of Arabia, Mae West, Sonny Listen and many others. “To help us get into the character of Sgt. Pepper’s band, we started to think about who our heroes might be,” Paul McCartney later reflected, when the band members and their colleagues’ reflections on how the fantastic image came about were brought together in[_The Beatles Anthology_](https://books.google.com/books?id=HWuQu8EMDKcC&printsec=frontcover&dq=beatles+anthology+book&hl=en&sa=X&ved=0ahUKEwjxwuXQovzSAhXE2yYKHSHODzsQ6AEIGjAA#v=onepage&q=gorcey&f=false)_._ “It got to be anyone we liked.” Record manager Neil Aspinall went to different libraries to get prints of those people, which Blake blew up and tinted to construct a collage. “We went for bright, psychedelic colours, a bit like the fluorescent socks you used to get in the Fifties (they came in very pink very turquoise, or very yellow),” McCartney said in the book. “At the back of our minds, I think the plan was to have garish uniforms which would actually go against the idea of uniform.” The only figure the band liked who got didn’t make the final version of the photo was Gandhi, because EMI [record label executives](https://books.google.com/books?id=HWuQu8EMDKcC&printsec=frontcover&dq=beatles+anthology+book&hl=en&sa=X&ved=0ahUKEwjxwuXQovzSAhXE2yYKHSHODzsQ6AEIGjAA#v=onepage&q=I%20still%20have%20no%20idea%20who%20chose%20some%20of%20those%20people&f=false) worried that the depiction would be perceived as sacrilegious. So a palm frond replaced the image of him sitting under a palm tree. The label was also worried that the celebrities would object to the use of their images on the cover and sue, so each celebrity was contacted for permission. The only one who didn’t give it was Leo Gorcey of the Bowery Boys, who wanted to be paid $500. In this case, judging something by its cover is accurate. “With characteristic self-mockery, the Beatles are proclaiming that they have snuffed out their old selves to make room for the new Beatles incarnate, and there is some truth to it. ” [TIME](http://time.com/vault/issue/1967-09-22/page/1/) declared in its Sep. 22, 1967, cover story on how the rock band was revolutionizing pop music. “Without having lost any of the genial anarchism with which they helped revolutionize the life style of young people in Britain, Europe and the U.S., they have moved on to a higher artistic plateau.” ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4713080/sgt-peppers-album-photo/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4713080/sgt-peppers-album-photo/"},"headline":"The Story Behind the Sgt. 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