Jimi Hendrix Name Used Commercially Has People Peeved

The man some think to be the greatest guitarist of all time will be once again used for corporate profits. A new energy drink to be called "Liquid Experience" dubbed so in reference to Jimi Hendrix'
smash breakthrough album, "Are You Experienced", has people buzzing.

More than one Hendrix fan is a little put off by this form of use of the rock icon of Purple Haze fame. Jimi Hendrix music lives on but the world lost the once US Army Paratrooper to a drug overdose in 1970.

In keeping with precedents set by other products produced that have sported his name, from baby clothes to lava lamps, a portion of the proceeds from this exploit will also be handed over to charities.

The Seattle, Washington firm that handles licensing and development of the Hendrix name says that among others, the United Negro College Fund is a recipient of charitable dollars generated by the use of Jimi
Hendrix' name and fame.

Chief executive officer, Josh Glass of Beverage Concepts who will be marketing the new energy drink "Liquid Experience" says that a portion of the proceeds from the use of Hendrix' name will be donated to an unnamed charity.

One can only wonder if this would fall into Jimi's definition of an "experience" at all, and would he sell a piece of himself for it. I wonder if it is purple...