1960s–70s Rock Concert Posters: First Printings, Handbills and Reprints

The rock posters of the late 1960s and early 1970s — especially the psychedelic art produced for San Francisco ballrooms like the Fillmore and the Avalon — turned concert advertising into an art form. Artists such as Wes Wilson, Victor Moscoso, Rick Griffin, and Stanley Mouse and Alton Kelley created images that still define the era. Because so many were reprinted, knowing exactly which printing you're holding is the whole game.

1. Understand printings

Many popular ballroom posters were printed more than once. The first printing was typically produced before the show to advertise it. Later printings were often made afterward, sometimes by the same promoter, to meet demand from fans who wanted the art.

That means a later printing can be completely legitimate — produced by the original promoter from the original artwork — and still be worth far less than a first. Collectors distinguish printings by details like:

• Paper stock — thickness, texture and finish
• Dimensions — later printings are sometimes a slightly different size
• Printing notes — changes in the small text along the margins, including printer credits or added lines
• Color and registration — subtle differences in ink shades or alignment

Established collector reference guides document these differences poster by poster. If you're buying a significant piece, check it against a reliable reference rather than relying on the listing.

2. Know the series numbers

Posters from the major San Francisco promoters were often numbered in series. Bill Graham's Fillmore posters are commonly referred to by "BG" numbers, and Family Dog posters for the Avalon Ballroom by "FD" numbers. These numbers make it easier to identify a specific event, but a number alone doesn't prove which printing you have — the printing details do.

3. Don't overlook handbills and postcards

Many shows also had handbills — small flyers handed out on the street — and some had postcards featuring the same artwork. They're more affordable than full-size posters and a great way into the hobby. Like posters, they can exist in multiple printings, and reprints are common, so the same checks apply.

4. Spotting reprints and fakes

Beyond legitimate later printings, the market has plenty of unauthorized reproductions and modern decorative prints. Red flags include:

• Glossy, bright white modern paper on a poster claimed to be from the '60s
• Blurry lines or visible digital dot patterns under magnification, where originals show crisp offset printing
• Wrong size compared to documented measurements
• Suspiciously perfect condition combined with a low price and vague history

Also be wary of posters described only as "vintage" or "from the era." Ask the seller to state which printing it is and how they determined that.

5. Condition and handling

Condition matters greatly. Many posters were tacked to walls and telephone poles, so pinholes, tape marks, tears and fading are common. Collectors look at:

• Corners and edges — creases, chips and trimming
• Surface — scuffs, stains and sun fading, especially in bright inks
• Folds — many posters were never folded originally, so fold lines can reduce value
• Signatures — some artists signed posters later in life; ask whether any signature was witnessed or documented

Avoid posters that have been dry-mounted to board or heavily trimmed, as those alterations are generally hard to reverse.

Grail Hunt tip: Ask for a close-up of the bottom margin and any printer credit, plus a photo of the poster next to a ruler. Those two images answer most printing questions before you bid.

6. Buying safely online

Look for sellers who specialize in concert posters and describe printings precisely. Request photos of the full front, the back, and the edges in natural light. Ask how it will ship — flat between rigid boards or rolled in a heavy tube — and keep all answers in eBay messages. If a poster turns out to be a later printing sold as a first, eBay's buyer protections are much easier to use when the description and your questions are on record.

The bottom line

Learn the artists and series numbers, identify the printing using trusted references, and weigh condition carefully. Handbills and later printings are an easy, honest place to start. First printings are the grails — just make sure the one you buy has earned the title.