Randy Tuten's "market-the-performers" artwork was an easy read for music patrons when it was slipped into the series of David Singer-designed posters. The Doors were so popular by this time that Bill Graham eschewed his regular venues for the much larger Cow Palace just outside the city.
Randy Tuten is the only poster artist whose work spans five decades of design for The Fillmore. The 23 year-old San Francisco native was hired by Bill Graham in January, 1969, and their mutual taste for traditional, readable design style led to a long-lasting work relationship. Although influenced by the compositions of "Fillmore Five" artists Mouse, Kelley and Griffin, Tuten avoided "... Heavy meaning in my posters." Tuten's style reflected his skill as a draftsman, and his designs evolved into an eclectic mix of graphic imagery, lettering and photographs.