San Francisco is celebrating one of its most influential figures in rock history. A block in the Castro District — the 3600 block of 16th Street — will now be known as Jim Marshall Way to honor the legendary rock photographer Jim Marshall. Marshall, who shaped the visual identity of rock music in the 1960s and 70s, lived and worked at 3622 16th Street for nearly three decades.
Jim Marshall photographed the world’s biggest musicians, from Janis Joplin and Jimi Hendrix to the Grateful Dead and the Rolling Stones. His apartment was a meeting spot for famous artists who came to buy prints, hang out and be photographed.
A Photographer Who Captured Rock History
Marshall was known for his bold personality — he carried a gun and was often stubborn — but he was also welcoming. He kept his phone number public and allowed musicians and fans to drop by anytime. His flat became a part of rock ’n’ roll history.
The city will officially rename the block during a public event on December 19 at the corner of Market, 16th and Noe streets. Although Marshall passed away in 2010 at the age of 74, a life-size cutout of him holding his famous Leica cameras will stand in his place, carried by his longtime assistant, Amelia Davis.
Famous Shots That Live On
Jim Marshall created some of the most iconic images in music, including:
- Janis Joplin with her psychedelic Porsche at the Palace of Fine Arts
- Jimi Hendrix in San Francisco’s Panhandle
- The Grateful Dead performing in the middle of Haight Street
- The Beatles backstage at Candlestick Park during their final paid concert
He was the first photographer in history to win a Grammy Award. Over his lifetime, his work appeared on the covers of Rolling Stone, Life, Look and Time magazines. He also shot more than 1,000 album covers across every genre.
Marshall’s Deep Roots in San Francisco
Before moving to the Castro, Marshall lived on Union Street, where legends like Jerry Garcia, Eric Clapton and Duane Allman frequently visited. However, after a gun-related conviction in 1981, he lost that apartment. Even with legal trouble, Marshall remained deeply connected to the city where he grew up and graduated from Lowell High School.
He settled back in San Francisco in 1982, renting a modest five-room flat just steps from where the renamed block now stands. He lived there until his death in 2010, passing away in his sleep during a New York trip — “like a rock star,” according to Davis.
Residents Support the Tribute
To rename the block, Amelia Davis collected signatures from neighbors. More than 70% agreed, including longtime residents who remembered Marshall well. After reviewing his achievements, the Board of Supervisors unanimously approved the new street name.
District 8 Supervisor Rafael Mandelman praised Marshall’s enormous influence on the rock movement, saying his images pushed San Francisco into the heart of the 1960s counterculture revolution.
Public Celebration on December 19
Commemorative “Jim Marshall Way” signs will be placed under the existing 16th Street signs at Noe and Castro. The ceremony will begin at 10 a.m. on December 19, and everyone is invited to attend. Fans may even bring their old Leica cameras as a tribute.
“Jim would be embarrassed by all the attention,” Davis said. “He was bold on the outside but very shy at heart. Now he will always remain a part of San Francisco — the city he loved.”
Conclusion
Jim Marshall’s photographs shaped the way the world remembers rock music. By renaming a block in the Castro after him, San Francisco not only honors his remarkable work but also celebrates a chapter of its own cultural history. Jim Marshall Way stands as a permanent reminder of the man who captured the soul of an era.
