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The Hollywood Reporter said the company, Rockforever.com, has been set up to allow the acts to re-record, distribute and promote older material from their repertoire, as well as new songs.
Among the greying rockers on board for the company are John Cafferty (the Beaver Brown Band), Spencer Davis (Spencer Davis Group), Ronnie Hammond (Atlanta Rhythm Section), Larry Hoppen (Orleans), Glenn Hughes (Deep Purple), Jimi Jamison (Survivor), Dave Jenkins (Pablo Cruise), Bobby Kimball (Toto), Alex Lingertwood (Santana, Jeff Beck), Mike Reno (Loverboy), Peter Rivera (Rare Earth), Mickey Thomas (Starship), Pat Travers (Pat Travers Band), Joe Lynn Turner (Rainbow, Deep Purple) and Leslie West (Mountain), The Hollywood Reporter said.
Many of those artists have been touring as Voices Of Classic Rock, the report said.
Rockforever.com has lined up digital distribution with MP3.com for 50 new live and studio recordings, while Liquid Audio will be offering pay-per-download cuts.
The report said the company hopes to exploit the fact that, while the artists don't control the original masters of their original hits, they are able to re-record the material for their own purposes. The label also plans a series of acoustic performances, recorded at Universal Studios in Orlando, to be issued as live CDs and DVDs, The Hollywood Reporter said.