CALABASAS, Calif., Jan. 24 (UPI) -- The late American rock icon Jimi Hendrix lives on as an energy drink and other commercial ventures, which fans say cheapens his memory.
The energy drink, Liquid Experience, paying homage to his electrifying album "Are You Experienced?", is the latest commercial effort using Hendrix's image, the Los Angeles Times said. His name was licensed to Beverage Concepts, a Calabasas, Calif., company, for a non-alcoholic drink line.
Hendrix died in 1970 of an drug overdose.
His image also shows up on a line of baby clothing, an air freshener and a Christmas ornament.
This commercialization bothers his fans, including Red Hot Chili Peppers' bassist Michael "Flea" Balzary.
"To see his image and the beautiful feelings it has created during my lifetime cheapened by base advertising," Balzary said, "is very disappointing to me."
Beverage Concepts Chief Executive Josh Glass countered that his company would donate some of Liquid Experience's profits to a music education foundation.
Bruce Kuhlman, director of licensing and brand development for Authentic Hendrix, the Seattle-based company controlling use of the late star's name and images on products, said portions of other royalty deals have been distributed to educational causes, including the United Negro College Fund.
