. >> i always wanted to be undestrictable. it never occurred to me really.rest of us. >> reporter: in his 20s, bill graham wanted to be an actor. his career as a concert empresario had a strange beginning. this was the mid-60s when san francisco rock music was new and revolutionary. bill graham was a little older than the flower children who clustered in the park conspicuously smoking pot. but he shared their message. he showcased locallal will -- local talent such as the jefferson airplanes. he knew talent when he saw it. as when he heard the guitar rifts of carlos santana. graham had found success in the rock concert business. >> great business, it's a great love affair. joyful, most insane, most pleasant, most disgusting, greatest vilist business we know. we buy and sell people and put them on stages. >> reporter: in a business that was mostly about money. graham got a reputation as hard driving and shrewd but also as a man who wasn't all about money. the very talented janice joplin gave him credits. >> i get sick and tired of people saying, the world is