INNOVATORS—The answer to the implied question in the name of this group, "The Who," is: Peter Townshend, Keith Moon, Roger Daltrey and John Entwhistle. The quartet has made such hit singles as "My Generation" and "I Can See for Miles."

Rock Concert Is Slated Friday

The Who, the British rock group as famous for its mod costume and pranks on stage as for its sound, will headline a concert at 8:30 p.m. Friday in Selland Arena.

Quicksilver Messenger Service of San Francisco and the Thermal Vibration of Fresno, a trio which made something of a hit at the Jefferson Airplane show last week, also are on the bill.

The light show will be the Keepers of the Lyte.

Tickets at $2.50, $3.50 and $4.50 may be purchased in the arena box office or at Village Records.

The Who is one of the leaders of a trend which some experts think is steering the theme of rock music back from social and political comment that is usually sarcastic — and often mean — into prankish behavior as an instrument of novelty or shock.

The Who, for instance, was the first of the British groups to adopt "mod" attire for the stage. Their unconventional approach to recording also attracted attention among teenage record fans, particularly a "mini-opera" number, "A Quick One While He's Away," a spoof said to be the most successful attempt to blend rock and classic musical forms.

The biggest promotional gimmick of all, of course, is their practice of ending each performance by breaking up their instruments. At an appearance in the Hollywood Bowl, drummer Keith Moon added an extra touch of insanity by tossing his set into a spiraling fountain.

The Quicksilver Messenger Service is best known for its album of the same name, especially the "Pride of Man."

Thermal Vibration, organized only about four months ago, consists of guitarists Barry King and John Ramirez and drummer-lead singer Joe Aglio. King is a Fresno High School student and the others attend Hoover.

The trio has just recorded a tune called "Blue Shoes" and an unnamed number which they hope to market before fall.