American men's fashion designer John Varvatos has teamed up with Big Machine Records, and the record label's CEO Scott Borchetta, to launch a new rock music division, where they will work together to discover and develop acts.

The first act represented by the division is California based band Badflower, and Varvatos commented 'Scott and I are extremely passionate about the future of rock music! Having the opportunity to partner with the BMLG team is the perfect match and timing to find the next rock and roll rebels. We are looking for artists with passion, angst and a soul, and those that have a voice to be heard during these troubled times. People say rock is dead... we say "Long Live Rock!"'.