‘Ladies and gentlemen …’ The Beatles: The Ed Sullivan Show, CBS TV, February 9, 1964

Abstract

The Beatles' appearance on The Ed Sullivan Show on the evening of Sunday, February 9, 1964 marked the beginning of a new era in American popular music and culture as well as a new standard for its promotion and marketing. Media coverage of the Beatles' visit was extensive. By the time the Beatles left the US to return to England on February 21, after three concert performances and two more appearances on the Sullivan show, most Americans living within range of television and radio had felt the impact of their visit. The promotion campaign set in motion by Capitol Records in early January 1964 has been described in detail elsewhere. Disc jockeys all over the country were caught up in the momentum, but in New York particularly the frenzy mounted as 'The Beatles are Coming' became the mantra of the day.

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