An account of Elektra Records in the Jac Holzman years, from 1950 to 1973, Becoming Elektra tells the story of the label's growth from a small folk label to a major hit-making concern. Jac Holzman's role in founding and running the company is central to the story, and his capacity for the lateral thinking that led to innovations such as the first-ever sampler album and a million-selling series of sound effects records is a recurring theme. Opening with the moment that Holzman discovered The Doors, the story then goes back to the '50s, when the label brought folk music to a wide audience through artists such as Jean Ritchie, Josh White, Theodore Bikel, and Bob Gibson. Moving into the '60s and '70s, the story covers artists that read like an inventory of musical innovation: Love, Judy Collins, Tim Buckley, Fred Neil, David Ackles, Phil Ochs, Bread, Queen, Mickey Newbury, The Incredible String Band, Carly Simon, The Stooges and The MC5.