During the 1970’s Whites in America and overseas began to take interest in the blues. Whites began to make money off of historical research, recording, and sponsoring blues tours and concerts all over the world. The commodification of the Blues was not solely a negative thing. It allowed for the resurgence of the genre and a boost in the genre’s popularity. Through this commodification the Blues has been able to anchor many other musical genres of music such as Bebop Jazz, and country music. The commodification of the Blues can also be seen though the emergence of Rock&Roll as a genre. Whites took elements of the Blues and coined their own style of music. Out of this came groups like The Rolling Stones and The Beetles. All of whom are inspired by the sounds of the blues.