Jesse Rifkin is the author of "This Must Be the Place" (Hanover Square Press, 2023). He is also the owner and operator of Walk on the Wild Side Tours NYC, a music history walking tour company in New York City, and consults as a pop music historian for the Association for Cultural Equity. His work has been featured in the New York Times, Conde Nast Traveller, Vice and Fodor's Travel. Prior to his work as a historian, he spent twelve years touring the country as a working musician, playing at CBGB, Lincoln Center, and venues of every size and shape in between.