By the end of the decade a distinct genre of hard rock was emerging with bands like Led Zeppelin, who mixed the music of early rock bands with a more hard-edged form of blues rock and acid rock on their first two albums Led Zeppelin (1969) and Led Zeppelin II (1969), and Deep Purple, who began as a progressive rock group but achieved their commercial breakthrough with their fourth and distinctively heavier album, In Rock (1970). Also significant was Black Sabbath's Paranoid (1970), which combined guitar riffs with dissonance and more explicit references to the occult and elements of Gothic horror. All three of these bands have been seen as pivotal in the development of heavy metal, but where metal further accentuated the intensity of the music, with bands like Judas Priest following Sabbath's lead into territory that was often "darker and more menacing", hard rock tended to continue to remain the more exuberant, good-time music.

Led Zeppelin's first two albums both came out in what year?