In 1967, an ad was published in the popular British pop music weekly, New Musical Express. The ad, which reads "Liberty Wants Talent," seeks 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; however, his record label was not interested in signing him. Ray then provided Elton with some lyrics written by Bernie Taupin, who had also responded to the ad, and arranged a meeting between them, resulting in a successful lifelong partnership.