Richard Hamilton Swingeing London 67 poster and Beatles 68 poster
Text from Andrew Wilson's Swingeing London 67
The [Beatles] poster, described by Hamilton as a 'give-away' print, was the result of a fairly complex design process that took about two weeks to complete, with daily visits from Paul McCartney, the one Beatle who worked directly with Hamilton on the project and who had prior knowledge, through[Robert] Fraser, of Hamilton's work--he had earlier bought one of the Solomon R. Guggenheim (1965) screenprints from the 1966 exhibition of the series that he had helped hang.
This relationship gave Hamilton the freedom to develop his idea for the poster and the whole design project without interference from the other band members, Yoko Ono, or the record company.
The poster shows George Harrison, John Lennon, McCartney and Ringo Starr as distinct individuals. This is in sharp contrast to the individual John Kelly portraits, in which the similarities of pose, gaze, and lighting, conforming to the aesthetics of of a record company's publicity department, portray them as members of a band.
The seemingly casual pinboard aesthetic by which these informal photographs were arranged was determined primarily as a solution to crucial design issues (echoing his decision to order the collage for Swingeing London 67--poster as newspaper columns, with headline at top left).
The sheet had to be folded three times in order to be inserted into the square album sleeve, and this obliged Hamilton to approach it as 'a series of subsidiary compositions. The top right and left-hand square are front and back of the folder and and had to independently stand as well as be a double spread together. The bottom four squares can be read independently and as a group of four. They all mate together when opened up and used as wall decoration.'
The top left-hand panel is what is seen first, and it presents the songwriting duo of Lennon and McCartney. Lennon is shown in blue light, singing. The image has probably been taken from a television screen, and the attendant distortion and blue glow are unflattering.
The image of Lennon overlays the bottom right corner of an equally unusual portrait of McCartney in a bathtub, his head half submerged, soapy suds giving him a halo. Running beneath the two portraits is a fabricated contact strip that includes an image of Lennon in front of one of his wall drawings; the band in a recording session...in which they are, unusually, playing brass instruments; and a colour image from the recording of 'Hey Jude' (1968).
This sense of fragmentation, of hidden codes and messages, echoes both the 'guarded privacy and locked rooms' and the 'disturbing, dreamlike darkness' that have been identified in the album, inviting the fan to imagine the band members' private worlds, and hinting at the beginning of the band's disintegration.
The dominant image of the poster's top right panel, opposite Lennon and McCartney, is of George Harrison. This portrait casts him in a mystical, otherworldly and contemplative light, with the right side of his face obscured and out of focus....
There are very few collective photographs of the band: playing in recording sessions or in filmed concerts; with Harold Wilson after they had each received the MBE; and a sequence of them doing the 'business' as they re-sign their contract with EMI.
Instead, the poster emphasizes the individual activities of John, Paul, George and Ringo around the time of the collage. Starr is shown with his co-star from the film Candy (1968), Ewa Aulin, and also dancing with Liz Taylor (wife of his other co-star in the film, Richard Burton). Lennon is shown becoming the working-class hero. Yoko Ono appears just twice: in a self-portrait by Lennon of the naked couple, and in an image of a naked Lennon sitting cross-legged in bed talking on the phone, as its stretched cord cuts her out-of-focus head in two--cancelling her identity.
Of the band, it is McCartney who emerges as the poster's dominant figure. Hamilton has said how The Beatles contains 'arcane touches which only The Beatles' more intimate associates were likely to smile at,' and yet such details--such as the doubled image of a shut door or McCartney 'pole dancing' both naked and clothed--are not at the cost of the poster's legibility. At its centre is the reverse of a photograph, a gift to one of the band, bearing a lipstick imprint and a groupie's imploring words: 'I love you.'
In all this, Hamilton's fundamental aim for The Beatles was that it should reach a large audience and be as accessible as the cover design was remote. This was not a new subject for Hamilton. My Marilyn had already adopted, three years earlier, the motif of the publicity photograph and the manipulation of celebrity image as a subject. What is different here is Hamilton's direct participation in popular culture: The Beatles, like Swingeing London 67--poster, shows him not only constructing work with a subject that revolves around the manipulation and production of pop celebrity imagery, but also inserting these works into the mass circulation of popular culture.
--Andrew Wilson. Bold mine.
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