The Beatles gained fame before the term “going viral” even existed.

In February 1964, the band reached an incredible 45% of American homes by performing on “The Ed Sullivan Show.” Later that year, in August, they kicked off a whirlwind tour of North America that included a memorable concert at the Hollywood Bowl in Los Angeles on August 23, marking its 60th anniversary today.

“It’s challenging to grasp how things were before the internet, but the main form of promotion was word of mouth,” explains Beatles historian Martin Lewis, who is celebrating the anniversary with a talk on Friday at The Philosophical Research Society. “The Beatles became a sensation because friends shared the excitement. They would say, ‘Have you heard this? It’s amazing!’”

YSL News recently chatted with Lewis for The Excerpt podcast (set to release on August 25) about The Beatles’ journey from being largely unknown in the U.S. in 1963 to becoming international superstars in 1964. Here are some key points from his dialogue with Dana Taylor (edited for brevity and clarity).

Question: What was the state of the American music industry when The Beatles played at the Hollywood Bowl in 1964?

Martin Lewis: The audience was still trapped in the 1950s, amid the dull Eisenhower era. In contrast, The Beatles were bright and lively – bursting with energy and joy for music. America desperately needed that genuine expression of youthful enthusiasm.

When they performed at the Hollywood Bowl, the crowd went wild. The music was almost drowned out by the deafening screams of fans. Eventually, The Beatles’ sound surpassed the chaos of the crowd.

How did Brian Epstein, The Beatles’ manager, contribute to the rapid sell-out of the show and their overall ascent?

On Christmas 1963, very few Americans even knew who The Beatles were. Yet, by the time they appeared on “The Ed Sullivan Show” 45 days later, 73 million viewers tuned in. What caused this dramatic turnaround? It largely stemmed from Brian Epstein securing their spot on “The Ed Sullivan Show” when they didn’t even have a record deal in the U.S.

He convinced Capitol Records to sign them by pitching, “I have them booked for Ed Sullivan.” The record was launched the day after Christmas, which was crucial because kids were home during the holidays. Rather than hearing the song only a couple of times on the radio each day, they were now playing it 10 times a day.

By the time “The Ed Sullivan Show” aired on February 9, 1964, they had already reached No. 1. This just escalated an already burgeoning popularity into the stratosphere.

If you think about the immense excitement around Taylor Swift – a phenomenal artist – The Beatles’ phenomenon was that excitement multiplied by 100 million. This is not to detract from Taylor Swift and her passionate fanbase, but the sheer surge of The Beatles’ success, without the internet, is just remarkable.

Although that frenzy has long since passed, the Beatles’ music remains timeless. Would that surprise The Beatles from 1964?

It would indeed surprise them to realize that their music would still hold such relevance. However, if we look at it from a wider lens, we can see why it shouldn’t astonish us.

We don’t say, ‘Oh, Shakespeare’s been around for 400 years, so we don’t want to read any of his plays.’ We don’t dismiss the Marx Brothers as ‘Oh, that’s from the 1930s; it’s no longer humorous.’ Art is either timeless or it’s not. The Beatles created something that resonated deeply with the human spirit’s fairest desires, encouraging us to improve ourselves and the world around us.

The nature of celebrity suggests that you rise to fame, maintain it for a while, and then fade out. Yet, every new generation discovers The Beatles and thinks, “This music is incredible.”

The collaboration between John Lennon and Paul McCartney led to a revolutionary evolution in rock ‘n’ roll. What did each artist bring to the Beatles’ unique style?

Unlike many artists, who simply improved their skills over time—playing instruments better, harmonizing better, and crafting more compelling lyrics—The Beatles did not just aim for improvement. They sought to expand the very limits of what was musically possible.

The way they approached songwriting—topics, lyrics, and the overall sophistication of their work—was something truly beyond imagination.

Even though Chuck Berry, Elvis Presley, and Buddy Holly were incredible artists, they could never produce what The Beatles achieved. They were limited to the musical tools they had at their disposal.

What Beatles content are you planning to enjoy today? What will you be watching or listening to in honor of this 60th anniversary?

The one song that perfectly encapsulates their message is “All You Need Is Love,” which they recorded and performed live in 1967 for an audience of 400 million people through the world’s first satellite broadcast.

This song encourages us to connect with our better selves. It’s a passing of the torch to us, which we must carry forward to future generations. The timeless message is clear: all you need is love. Of course, love alone isn’t everything, but it is a vital beginning.