Touch of Grey or How the Grateful Dead Became Pop Stars

Touch of Grey, or How the Grateful Dead Became Pop Stars tells the story of how one song transformed the popular legacy of one of rock’s most iconic musical groups. John Brackett traces the history of the song “Touch of Grey,” beginning with songwriter Robert Hunter’s lyrical sketches and the Grateful Dead’s earliest live arrangements, culminating in the group’s popular renaissance following the release of “Touch of Grey” and the album In the Dark in the summer of 1987. Brackett details how particular recording technologies, notable musical characteristics, modes of attending and listening, and the mechanics of the contemporary music industry shaped this defining moment in the group’s career. Drawing on extensive archival research, Touch of Grey examines how the band and their label worked to produce a hit record, a dynamic music video, and an effective promotional campaign that would propel the Grateful Dead from a group with a devoted cult following to become a pop culture phenomenon.