The appearance of four symbols on the jacket of Led Zeppelin's
fourth album has been linked to Page's interest in the
occult.
[111] The four symbols represented each member of the band. Page's own so-called "Zoso" symbol originated in 'Ars Magica Arteficii' (1557) by J Cardan, an old alchemical
grimoire, where it has been identified as a
sigil consisting of zodiac signs. The sigil is reproduced in "Dictionary of Occult, Hermetic and Alchemical Sigils" by Fred Gettings.
[112][113]
During tours and performances after the release of the fourth album, Page often had the "Zoso" symbol embroidered on his clothes, along with
zodiac symbols. These were visible most notably on his "Dragon Suit", which included the signs for Capricorn, Scorpio and Cancer which are Page's Sun, Ascendant and Moon signs, respectively.
The artwork inside the album cover of
Led Zeppelin IV is from a painting by William Holman Hunt, influenced by the traditional Rider/Waite Tarot card design for the card called "The Hermit".
[111] Page transforms into this character during his
fantasy sequence in Led Zeppelin's
concert film The Song Remains the Same.
In the early 1970s Page owned an occult bookshop and publishing house, "The Equinox Booksellers and Publishers" in
Kensington High Street, London, eventually closing it as the increasing success of Led Zeppelin resulted in his having insufficient time to devote to it. The company published a facsimile of English occultist's
Aleister Crowley's 1904 edition of
The Goetia.
[114] Page has maintained a strong interest in Crowley for many years. In 1978, he explained:
I feel Aleister Crowley is a misunderstood genius of the 20th century. Because his whole thing was liberation of the person, of the entity, and that restrictions would foul you up, lead to frustration which leads to violence, crime, mental breakdown, depending on what sort of makeup you have underneath. The further this age we're in now gets into technology and alienation, a lot of the points he's made seem to manifest themselves all down the line.
[115]
Page was commissioned to write the soundtrack music for the film
Lucifer Rising by another occultist and Crowley admirer, underground movie director
Kenneth Anger. Page ultimately produced 23 minutes of music which Anger felt was insufficient because the film ran for 28 minutes and Anger wanted the film to have a full soundtrack. Anger claimed Page took three years to deliver the music, and the final product was only 23 minutes of droning. The director also slammed the guitarist in the press by calling him a "dabbler" in the occult and an addict, of "having an affair with the White Lady" and being too strung out on drugs to complete the project. Page countered that he had fulfilled all his obligations, even going so far as to lend Anger his own film editing equipment to help him finish the project.
[116]
Although Page collected works by Crowley, he has never described himself as a
Thelemite nor was he ever initiated into the
O.T.O.. The Equinox Bookstore and Boleskine House were both sold off during the 1980s, as Page settled into family life and participated in charity work.