At Around and Around:
Verve (follow this link) started as a jazz label. MGM took it over in 1961, but after 1966 Verve started to identify with rock, and started the Verve Folkways and then Verve Forecast brands. Ella Fitzgerald and Count Basie to Stan Getz and Astrud Gilberto. Then Jimmy Smith, The Righteous Brothers, Velvet Underground, Mothers of Invention, Blues Project, Janis Ian, Laura Nyro … then MGM just let it go.
Peter Viney's Blog 
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