Creating a new art form

AMONG THE SPLENDORS of San Francisco’s massive new Museum of Modern Art is Typeface to Interface, a selection of graphic design from the museum’s collection that includes dozens of vintage rock posters.

Rock and roll impresario Bill Graham helped launch a new era in music when he began presenting shows at San Francisco’s Fillmore Auditorium in the ’60s. He also helped launch a new art form by commissioning artists to create posters to promote and commemorate the shows — a practice that continues today.

MORE: “The art of the Fillmore“