In 1964, The Beatles traveled across the pond for a series of tour dates that would be their first in North America. Among those dates was a show on 11 September 1964 at the Gator Bowl in Jacksonville, FL. Some time before the show, the members of The Beatles were dismayed to learn that the concert was supposed to be segregated. They declared that they would not play the show unless the concert was desegregated, with John Lennon saying “I’d sooner lose our appearance money” than play to a segregated crowd. Fortunately, the promoters listened to The Beatles’ demand and the show went on as scheduled in front of a desegregated audience.
The Beatles later added a line to their contract for future appearances: “Artists will not be required to perform before a segregated audience.”