Final Grateful Dead Show Breaks Record at Chicago Stadium

The Long, Strange Trip Jerry Garcia and the Grateful Dead forged a completely unique musical identity, playing thousands of concerts over a 30-year period. Though Garcia's death in August 1995 effectively ended the band's touring days, the Dead's music and cultural influence have continued to grow. Digital copies of the band's concerts continue to sell briskly via iTunes and fan sites, while a Hollywood biopic about Garcia is in the works, and a pair of Deadhead marketing experts have just released a book that posits the band as an ideal model for marketing in the Internet age. Oh, if that's not enough, Cherry Garcia remains Ben and Jerry's No. 1–selling flavor.

Dead to the Core The crux of the Grateful Dead's musical identity was the band's willingness to constantly experiment. No song was ever played the same way twice, and no two concerts are remotely alike. This jam-band approach has been successfully co-opted by a number of contemporary groups like Phish and the Dave Matthews Band.

The Electric Kool-Aid Acid Test The Dead gained its early audience by performing as the house band at the many LSD parties, known as "acid tests," that were organized widely in the Bay Area in the mid-1960s. The scene, centered on the intersection of Haight and Ashbury streets, was later memorialized in a best-selling work by Tom Wolfe, who stands with Garcia and Dead manager Rock Sculley in this 1966 photo.

The Music Never Stopped The free-flowing approach to music that the band perfected over three decades of playing together was possible because of the extraordinary abilities of the musicians Garcia partnered with. After his death, guitarist Bob Weir and bassist Phil Lesh formed a series of bands — the current incarnation is called Furthur — while drummers Bill Kreutzmann and Mickey Hart (not visible in this photo) lead the group the Rhythm Devils. In 1970, when this photo was taken, the group included Ron "Pigpen" McKernan, rear left, who sang and played keyboards and harmonica. He died in 1973.

My Love Is Bigger Than a Cadillac Small-scale tributes to Garcia and the band abound. More than a dozen musical artists paid tribute to the guitarist at the 25th annual Jerry Garcia Birthday Bash in West Virginia; The Grateful Dead Hour, a radio program hosted by David Gans, can be heard on 73 stations throughout the U.S.; and the San Francisco Giants will give out Garcia bobble-head dolls at their game against the Chicago Cubs on Aug. 9, the anniversary of his death.

Spinach Jam A critical component of the band's enduring popularity is the visceral connection Garcia et al established with the group's fans, known as Deadheads. Unlike virtually any other act, the Dead encouraged its audience to record its shows and did not object when digital copies of those recordings were made available on the Internet (as long as no one took a profit from the sale of the music). In their book Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History, authors Brian Halligan and David Meerman Scott relate that this unorthodox business model actually proved wildly successful. By giving away its music, the band brought in new fans and increased sales from concerts, records and merchandise.

Captain Trips For most of the band's career, Garcia and his fellow musicians did not live the glamorous life that one commonly associates with top rock acts. Though money flowed in, the band was terrible at managing itself or finding someone trustworthy to do it. And in many ways, Garcia was cool with that. The Dead scene is more "inclusive than exclusive," he said in a 1967 interview. It has more to do "with integrity ... The point is, we're not trying to be famous or rich, we're just trying to make our music as well as we can and get it out."

Truckin' In 2008, the band donated its archives to the University of California at Santa Cruz. The collection, which includes documents related to the band's history, fan-generated art and letters, photographs, posters, stage pieces and more, will be open to the public. An assortment of pieces was featured at an exhibit at the Museum of New York in March 2010. Of Garcia's two most famous guitars, dubbed Rosebud and Tiger (played above by Garcia in a 1981 Berkeley, Calif., concert), the former belongs to the Rock & Roll Hall of Fame, while the latter was purchased by a private collector — Jim Irsay, the owner of the Indianapolis Colts football team.

Acoustic Set During his lifetime, Garcia was known for his unrelenting obsession with music. He was rarely seen without a guitar in his hands, and he played in numerous other musical groups besides the Dead. He played jazz with Merl Saunders and Ornette Coleman, contributed to albums by the Jefferson Airplane and Crosby, Still, Nash & Young and formed a bluegrass group with mandolinist David Grisman, Old and in the Way, among other projects.

In on the Joke During their 1982 appearance on David Letterman's show, Bob Weir and Garcia joked with the Late Night host about the '60s, the origin of the term Deadhead and the band's willingness to let its fans record concerts. "The shows aren't the same ever," Garcia says, "not even remotely, so when we're done with it, they can have it."

Not Fade Away Jerry Garcia of the Grateful Dead performs in concert circa 1987.