I've been over this argument sooo many times that I don't feel like analyzing the issue in-depth, but I have to say The Beatles by far. They were innovators advancing the level of artistry involved in rock music and taking production and songcraft to the next level.
The Stones were more bad-ass, and they borrowed very adeptly from old American idioms...but they lacked the depth of the fab four, and they sold out. They debuted a recent single's video on a soap opera for God's sake!
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