Music lovers may soon be looking for luxury hotels in London as the British Music Experience plays host to an exhibit of unseen photos featuring legendary artists from the 60s.
The photographic archive includes never before seen images of the Who, Cream, the Yardbirds and many more culture shaping acts at the National Jazz and Blues Festival.
Jazz, Blues and Beyond: The Birth of the British Festival opens on July 16th and runs though to September 25th.
Exploring the origins of British summer music festivals with the National Jazz Festival in 1961, the exhibit celebrates the small Jazz orientated event in Richmond that eventually evolved into the hard rock Reading festival.
The exhibition looks at the pivotal years of the festival between 1961 and 1966 through the lens of photographer and festival insider Teddy Holroyd.
Completely unseen for almost 50 years, the images document not only the birth of the music festival but also the emergence of the generation's influential music scene.
Legendary artists in their prime were caught by Mr Holroyd's lens, such as the Rolling Stones, Animals, Spencer Davis, Chris Barber, Manfred Mann, Georgie Fame and many more.
"The National Jazz Festivals of the early-mid 1960’s began a tradition for outdoor summer music festivals which continues today," explained the event's organiser.
"They proved a successful formula of showcasing the best in emerging and established talent over a weekend in the great outdoors."
Admission to the exhibit is included in the British Music Experience ticket price, which also allows visitors to take part in games, workshops and educational displays focused on British music.
Located in the O2 arena, the British Music Experience is close to North Greenwich station and is readily accessible to guests at the Montcalm hotel, with a short ride from Marble Arch via a changeover at Bond Street.