Tom Petty & The Heartbreakers performed once at Paradiso, on June 4, 1977. Tom Petty and the Heartbreakers gave their legendary debut performance in Amsterdam on June 4, 1977, at Paradiso as part of their first European tour. The concert took place as part of the then-famous Festival of Fools and cost only fl. 7.50 at the time. (Euro 2,50) The original screen-printed concert poster for this performance (designed by Martin Kaye) has become a very rare collector's item. The few vintage copies of this Paradiso Poster are currently traded for respectfully sums. Poster designer and lettering enthusiast Martin Kaye, a British designer, was closely associated with Paradiso from 1972 to 1983, where he designed all the posters. Kaye was not only the designer, but also the printer and distributor. He screen-printed the posters in the basement of Paradiso and distributed them personally throughout Amsterdam, making it seem as if the city was covered in his work, despite the limited print run of about 120 copies per poster. Kaye's style was recognizable and powerful, with a sleek and purposeful approach: large, clear typography and frequent use of iris printing for a full-color effect. The artist's name had to be large and legible, and the message had to come across clearly and directly. His posters were bold and striking, intended to grab the attention of passersby This visual approach laid the foundation for the rock 'n' roll poster culture in the Netherlands, in which clear lettering and a central focus on the artist became the norm (think of the famous large black-and-white posters with capital bold names from Paul Acket Agency and Mojo Productions). Provenance of the poster is a major recordshop in Amsterdam.