Liquid Experience: Can the Memory of Jimi Hendrix Really Live on in a Drink?

Beverage Concepts has been granted a license to make a drink called Liquid Experience, named after the innovative Jimi Hendrix album called "Are You Experienced?" Jimi Hendrix in a can? There's quite a stir among fans of the late guitar hero. Many fear that the new drink's commercialism of his name and image will somehow tarnish his legacy. Though I'm not a fan of musicians selling out to corporate ventures, I find this news exciting.

That being said. Let me explain. Jimi Hendrix is an icon of rock music. He is often considered one of the greatest guitar players of all time. His innovation and excellence with his instrument was quite amazing, and his influence in modern guitar playing is undeniable. I'm a guitar player, myself, and Hendrix was one of my earliest inspirations. My respect for his music can never be undermined, whether his picture is on a drink can, or guitar magazine, or the many t-shirts, buttons, hats, available today in any music store. Aren't these establishments using Hendrix's name for profit?

The buzz that this story is causing reaffirms to me that Jimi Hendrix's legacy lives on! His legend is still be carried onward to the next generation of young ears. Hendrix's immortality is proven once again. This kind of idolatry is reserved for every few people is history. Put Jesus on a new energy drink called Christ Experience, and see the reaction you'll get!

Beverage Concepts Chief Executive Josh Glass said that a portion of the sales from Liquid Experience will go to a music education foundation to be announced in the future. Authentic Hendrix, the Seattle-based company that controls use of Hendrix's name and images, has already licensed many other products in the past, including lava lamps, air fresheners, and baby clothing. Portion of those royalties have been donated to charitable causes as well.

I'm happy to see the Hendrix's memory lives on after all this time. New generations should be exposed to his magical guitar playing, even if his image on a drink can is the catalyst that sparks their interest. To me, just the mere fact that he can still stir such strong emotion from beyond the grave, is a testament to the uniqueness and power of his music. Commercial interest in rock music is nothing new. Countless classic songs and images appear in ads everyday because they work! People are still interested and moved by these artists.