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Other cultural changes initiated by the group include the elevation of the album to become the dominant form of record consumption over singles, a wider interest in psychedelic drugs and Eastern spirituality, and several fashion trends. Many of their advances in production, writing, and artistic presentation were soon widespread. The Beatles often incorporated classical elements, traditional pop forms and unconventional recording techniques in innovative ways, especially with the albums Rubber Soul (1965), Revolver (1966) and Sgt. A year later, Lennon controversially remarked that the band were ' more popular than Jesus now'. In 1965, they were awarded MBEs, the first time such an honour was bestowed on a British pop act. From 1964 to 1970, the group had the top-selling US single one out of every six weeks, and the top-selling US album one out of every three weeks. They spearheaded the shift from American artists' global dominance of rock and roll to British acts (known in the US as the British Invasion) and inspired many young people to pursue music careers. In Britain, their rise to national prominence signalled the youth-driven changes in postwar society, with respect to social mobility, teenagers' commercial influence, and informality. Many cultural movements of the 1960s were assisted or inspired by the Beatles. Their recognition concerns their effect on the era's youth and counterculture, British identity, popular music's evolution into an art form, and their unprecedented following. Over the latter half of the decade, they were often viewed as orchestrators of society's developments. With a line-up comprising John Lennon, Paul McCartney, George Harrison and Ringo Starr, they sparked the ' Beatlemania' phenomenon in 1963, gained international superstardom in 1964, and remained active until their break-up in 1970. The English rock band the Beatles are commonly regarded as the foremost and most influential band in popular music history. Beatlemania: Fans and media swarm the Beatles at Schiphol Airport, the Netherlands, June 1964.

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