C3 Takes on Ritchie Valens

Iconic rock musician will now be represented for various licensing opportunities.

C3 Entertainment has been appointed to represent rock 'n' roll legend Ritchie Valens for licensing and merchandising.

C3 was appointed by Hi-Tone Five Corp. on behalf of Ritchie Valen’s estate.

The singer, songwriter and guitarist will join fellow musician The Big Bopper in C3’s portfolio.

Credited with being the forefather of the Chicano rock movement, Valens was one of the pioneers of rock ‘n’ roll and has influenced a number of musicians including Jimi Hendrix and Carlos Santana.

He was inducted into the Rock ‘n’ Roll Hall of Fame in 2001.

“Ritchie Valens is a legendary artist that still resonates today,” says Ani Khachoian, executive vice president, licensing and consumer products, C3. “We are honored to add this classic brand to the C3 roster and explore new opportunities to share Valen’s legacy with his loyal audience as well as a new generation of fans.”

Valens, along with musicians Buddy Holly and The Big Bopper, died in a plane crash on Feb. 3, 1959, during their Winter Dance Party tour; a day referred to as the day the music died.