Keith Moon - Rogers Swiv-O-Matic:

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This ad appeared in Downbeat magazine in 1968. Most drummers from that time are very familiar with it. It shows the irreplaceable Keith Moon behind his new set of Premier drums.

This set was known as the "Pictures of Lily" kit, named after a Who song of the same title. It was made by Premier specifically for the Who's 1968 US tour. A close look at the photo shows Rogers Swiv-O- Matic tom holders being used for the 8 x 14 hanging toms.

This was an eyecatching kit, particularly with Keith in the drum chair bashing away to his heart's content. Indeed, I saw him do just that in a small club in the NW suburbs of Chicago in 68.

But Keith Moon wasn't the only drummer to use Swiv-O-Matic hardware. Ringo Starr used it on one of his 20 inch and one of his 22 inch bass drums. And Mitch Mitchell, of the Jimi Hendrix Experience, used it on his Gretsch drums when he switched over from Ludwig.

The Camco Drum Company supplied it as a stock item on some of its kits in the 60's. It's not an exaggeration to say that many drummers saw the Rogers Swiv-o-Matic hardware as the finest hardware of its time.