"They started out as utilitarian dust covers, but by the '50s and '60s, album covers became as cool as the leather jacket," said Rich Kohnke. "There was a time when people would actually buy a marginal album just because it looked cool. Personally, I never cared for Aqualung, but that Jethro Tull album cover kicked ass. The MTV generation definitely missed out." The print campaign promoted an exhibit featuring four decades of revolutionary album cover design."