UK's Classic Rock magazine has launched Powerage, a record label imprint dedicated to championing high-voltage rock music from around the world.
Powerage is a joint venture with leading music distributor and online retailer Plastic Head Distribution.
The remit of the new label is to promote upcoming acts that Classic Rock magazine champions to its readers.
In its search for acts, Powerage will be headed by UK A&R veteran Derek Oliver, who will work with UK acts on new material, while teaming up with Classic Rock to track down foreign acts.
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 UK labels seems to notice all of these great bands and give them the support and backing they need.
"If traditional record companies wouldn't release these albums, we knew our readers still wanted to hear them, so decided to team up with Plastic Head to make sure we got these out to our audience."
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."
The first releases will be the second album from hot young Welsh rockers LETHARGY, the first UK releases from CR favourites PRIDE TIGER and ENDEVERAFTER, and the new album from VIKING SKULL.
Release dates are as follows:
VIKING SKULL: "Doom Gloom Heartache & Whiskey" (November 3)
LETHARGY: "Purification" (November 3)
ENDEVERAFTER: "Kiss Or Kill" (November 10)
PRIDE TIGER: "The Lucky Ones" (November 10)
Powerage is actively looking to sign new bands. Please send demos to: Powerage Records, Avtech House, Hithercroft Road, Wallingford, Oxfordshire, OX10 9DA, UK.