Future, the special-interest media group has announced that Classic Rock, its bestselling music brand, is launching a new record label dedicated to championing “high voltage” rock music from around the world.

As part of Future’s plans to extend the popular music brand beyond traditional media and celebrate its 10th anniversary, Powerage is a joint venture with leading music distributor and online retailer, Plastic Head Distribution. The new label’s remit is to promote the specialist acts that Classic Rock champions to its readers.

In its search for talent, Powerage will be headed by respected UK A&R veteran Derek Oliver who will work with acts on new material, whilst teaming up with Classic Rock to track down foreign bands and release their material in the UK.

The first releases for Powerage will be the latest album from young Welsh rockers Lethargy, described by Classic Rock as “sounding like a heady cross between the Manic Street Preachers and Metallica” and the new album from Viking Skull – both of which are released on November 3. Promoting foreign talent, Powerage also offers the first UK releases from California’s Endeverafter and Vancouver’s Pride Tiger on November 10.

Powerage is the latest in a long-line of brand extensions from Classic Rock, which includes live gigs and the annual Classic Rock Roll of Honour Awards – which this year celebrate the career of living legend, Ozzy Osbourne.

Chris Ingham, Publisher of Classic Rock said:

“Over the years we’ve discovered an amazing raft of new hard rock talent at Classic Rock. It’s always been a huge frustration that nobody at traditional labels seemed to notice all of these great bands and give them the support and backing they need. Powerage will give our readers the chance to get their hands on some great music from bands who deserve to be heard.”

Plastic Head’s Managing Director Steve Beatty added:

“Traditional classic rock is increasingly popular, but we’ve noticed that whilst there are plenty of talented young artists, very few labels are supporting the genre. It’s very exciting for us to be partnering with Classic Rock to bring this music to the masses.”

A&R for Powerage, Derek Oliver commented:

“One of the greatest tragedies of the contemporary music scene has been the lack of support for new upcoming young artists not influenced by current fads and trends, but driven by a serious devotion to their craft. There’s a real ground swell of consumer interest in the classic rock genre, and I believe we can capture this and bring some of the best rock music from every corner of the globe to readers of Classic Rock and beyond.”

All four of Powerage’s first signings will tour the UK in December.

Labels: Chris Ingham, Classic Rock, Classic Rock Roll of Honour Awards, Future, Metallica, Powerage