In 1967, an ad was published in the popular British pop music weekly, New Musical Express. The ad, which read 'Liberty Wants Talent', seek artists, composers, singers, and musicians to form a new group. It was placed among other stories and reviews of famous bands such as The Rolling Stones and The Monkees. The man behind the placement was Ray Williams, a 20-year-old executive at Liberty Records who encouraged John to record a demo, but his record label was not interested in signing him. Ray then provided Elton with some lyrics written by Bernie Taupin, who has also responded to the ad, and arranged a meeting between the two, resulting in the lifetime successful career partnership.