Taking their name from the American psychedelic poster company, producer and singer/songwriter Steve Rowland put together a studio band for a project in 1969.

Having had past "Pop" hits since 1967, Rowland wanted a harder edge to the music and so called on the talents of John Paul Jones on bass (also arranged three tracks), drummers John Bonham and Clem Cattini, Jim Sullivan on guitar who also arranged two tracks and Jimmy Page.

Page and Sullivan played on the track "A Way Of Life", which also became a hit single, and solo Page played on "Today I killed A Man" and "You Were On MY Mind".