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My criteria: Technical skill, innovation, influence, commercial success (not in order)
1. The Beatles
2. The Who
3. The Rolling Stones
4. The Beach Boys
5. Led Zeppelin
This is of course extremely subjective, and many folks will say that the Beatles and the Beach Boys were not rock. They were extremely innovative and influential toward rock, though, so I'm including them.
My casual response to this question usually is "The Who," because for me they are a perfect synthesis of blues-based hard rock with artistic flourishes (concepts, instrumentation, etc.), as well as being one of THE best live acts in their prime.
That opinion also puts me at odds with the legions of Stones fans. It's a debate that's been raging for more than 40 years, and I'm in a sizable minority. But I keep fighting the good fight, and will to my death.
Honorable mentions (in no order): Pink Floyd, Yes, The Kinks, The Eagles, Creedence Clearwater Revival, Allman Brothers, Lynyrd Skynyrd, U2, Queen, Van Halen, AC/DC, Jimi Hendrix Experience, Bruce Springsteen and the E Street Band, Black Sabbath, Aerosmith, Nirvana, the Doors, the Grateful Dead.
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