Verve Forecast
Sub-brand
UnclaimedVerve Forecast is an American record-label imprint associated with pop, rock, folk, blues, and, during later revivals, smooth jazz and crossover music.
Last updated August 31, 2026
Overview
Verve Forecast is an American record-label imprint created in 1964 as Verve Folkways, a collaboration between Jerry Schoenbaum of Verve Records and Moe Asch of Folkways Records. The label was established to capitalize on the commercial momentum of folk music while operating within the broader Verve organization. Its early catalog expanded beyond a narrowly defined folk brief, encompassing pop, rock, blues, and singer-songwriter material. In 1967, the imprint was renamed Verve Forecast as its intended scope broadened. During its first major period, Verve Forecast signed or released recordings by a wide range of artists, including The Blues Project, Caravan, James Cotton, Friend & Lover, Tim Hardin, Richie Havens, The Hombres, John Lee Hooker, Lightnin' Hopkins, Janis Ian, Jim and Jean, Lead Belly, Bob Lind, The New Lost City Ramblers, Laura Nyro, Odetta, Street, and Dave Van Ronk. This roster reflected the label's position at the intersection of the 1960s folk revival, emerging rock markets, blues repertory, and contemporary popular songwriting. Rather than being limited to one sound, Verve Forecast functioned as a flexible imprint for music that could sit outside the core jazz identity historically associated with Verve. Schoenbaum left the organization in 1969, and MGM, Verve's parent company at the time, closed Verve Forecast in 1970. Following PolyGram's acquisition of MGM Records, the Verve Forecast catalog was absorbed into the larger Polydor-controlled catalog structure. This transition preserved the recordings within a major-label archive even though the imprint itself was inactive. The name was revived in the 1990s for releases in smooth jazz and adjacent adult contemporary markets. Artists associated with this phase included Chris Botti, Jeff Lorber, and Will Downing. After PolyGram merged with MCA Records to form Universal Music Group, the imprint was deactivated again and its roster was transferred to GRP, another Universal-affiliated jazz label. Verve Forecast returned in 2004, replacing Blue Thumb Records as an imprint intended to handle artists and projects outside a narrowly defined jazz remit. The post-2004 roster included Blues Traveler, Jamie Cullum, Dion, Jesse Harris, Katharine McPhee, Mandy Moore, Peter One, Tank and the Bangas, Susan Tedeschi, Teddy Thompson, Trombone Shorty, and Lizz Wright. Across its different periods, the brand has therefore operated less as a single-genre label than as a flexible specialty imprint within a succession of major-record-company portfolios. Its present operating status and current corporate activity are not established by the supplied reference material.
History
Verve Forecast began in 1964 under the name Verve Folkways. It was formed by Jerry Schoenbaum of Verve Records and Moe Asch of Folkways Records, who sought to use the growing popularity of folk music to develop a related commercial imprint. Schoenbaum served as president. The label's activities soon extended beyond traditional folk, and in 1967 it adopted the Verve Forecast name to signal a wider musical and market brief. The early catalog covered folk, rock, pop, blues, and singer-songwriter music. Its roster included The Blues Project, Caravan, James Cotton, Friend & Lover, Tim Hardin, Richie Havens, The Hombres, John Lee Hooker, Lightnin' Hopkins, Janis Ian, Jim and Jean, Lead Belly, Bob Lind, The New Lost City Ramblers, Laura Nyro, Odetta, Street, and Dave Van Ronk. This mix placed the imprint within the broad musical culture of the 1960s, when folk-derived songwriting, blues, psychedelic rock, and contemporary pop increasingly overlapped. Schoenbaum left in 1969. MGM, then the parent company, closed Verve Forecast in 1970. When PolyGram acquired MGM Records, the Verve Forecast recordings became part of the Polydor catalog. The imprint was later revived in the 1990s with a focus on smooth jazz and related adult-oriented instrumental and vocal music. Chris Botti, Jeff Lorber, and Will Downing were among the artists associated with this stage. Following the formation of Universal Music Group through the PolyGram-MCA merger, the imprint was deactivated and its roster moved to GRP. In 2004, Verve Forecast was relaunched once more, this time replacing Blue Thumb Records as a home for acts outside the central jazz catalog. Its later roster included Blues Traveler, Jamie Cullum, Dion, Jesse Harris, Katharine McPhee, Mandy Moore, Peter One, Tank and the Bangas, Susan Tedeschi, Teddy Thompson, Trombone Shorty, and Lizz Wright. The label's successive incarnations show a recurring role as a broad-based specialty imprint capable of housing roots, popular, blues, jazz-adjacent, and crossover projects. The available reference does not establish whether the imprint currently operates as an active standalone label.
- 2004
Second revival
[1]Verve Forecast is relaunched to replace Blue Thumb Records and to represent acts outside a narrowly jazz-oriented roster.
- 1990
Smooth jazz revival
[1]The label name is revived during the 1990s for smooth jazz releases.
- 1970
First closure
[1]MGM closes Verve Forecast following Schoenbaum's departure.
- 1969
Jerry Schoenbaum leaves
[1]Schoenbaum departs from the organization after serving as the imprint's president.
- 1967
The imprint becomes Verve Forecast
[1]The name changes from Verve Folkways to Verve Forecast as the label broadens its intended appeal beyond folk.
- 1964
Verve Folkways is established
[1]Jerry Schoenbaum of Verve and Moe Asch of Folkways create Verve Folkways to pursue the expanding commercial market for folk music.
Products and positioning
A flexible American record-label imprint used for commercially oriented folk, pop, rock, blues, smooth jazz, and crossover acts operating beyond Verve's core jazz identity.
Folk, pop, rock, and blues recordings · 1964
1960s Verve Forecast catalog
The original catalog combined folk-revival artists with pop, rock, blues, and singer-songwriter performers. It included recordings associated with acts such as Richie Havens, Tim Hardin, Odetta, John Lee Hooker, Laura Nyro, and Dave Van Ronk, reflecting the label's broad interpretation of contemporary roots-oriented music.
Smooth jazz · 1990
1990s Verve Forecast releases
The 1990s revival focused on smooth jazz and adjacent adult contemporary formats. Artists linked to this phase included Chris Botti, Jeff Lorber, and Will Downing, giving the imprint a more defined contemporary-jazz profile than it had held during its first period.
Crossover and non-jazz recordings · 2004
Post-2004 Verve Forecast releases
After its 2004 relaunch, the imprint handled artists outside a strict jazz remit. Its associated roster ranged across blues, pop, rock, folk, soul, roots, and contemporary crossover music, including Blues Traveler, Jamie Cullum, Dion, Mandy Moore, Tank and the Bangas, Trombone Shorty, and Lizz Wright.
Brand decisions
2004
Replace Blue Thumb with a broader Verve Forecast imprintStrategyBackground
Universal's label structure required an imprint for artists and projects outside a narrowly defined jazz program.
Action taken
Verve Forecast was revived to replace Blue Thumb Records.
Aftermath
The relaunch created a home for a varied roster spanning pop, rock, blues, folk, soul, and crossover music.
1970
Close the original imprintStrategyBackground
Jerry Schoenbaum left in 1969, after which MGM reassessed the imprint.
Action taken
MGM discontinued Verve Forecast.
Aftermath
The catalog later entered the Polydor structure after PolyGram acquired MGM Records.
1967
Broaden the imprint through a name changeStrategyBackground
The original Verve Folkways identity was closely associated with folk music, while the roster and intended commercial scope were becoming broader.
Action taken
The imprint was renamed Verve Forecast.
Aftermath
The label continued to release artists from pop, rock, folk, blues, and related fields.
Recent events
- 2004
Verve Forecast returns as a broader non-jazz imprint[1]
Product launch
The label was revived again, replacing Blue Thumb Records and taking on artists outside a strictly jazz-focused remit.
- 2004
Verve Forecast is revived to replace Blue Thumb Records[1]
Product launch
The imprint returned as an outlet for artists and releases outside the jazz-focused portion of the Verve catalog.
- 1990
Verve Forecast is revived for smooth jazz[1]
Product launch
The imprint was reactivated during the 1990s for smooth jazz releases associated with artists including Chris Botti, Jeff Lorber, and Will Downing.
- 1990
Verve Forecast is revived for smooth jazz releases[1]
Product launch
The imprint returned during the 1990s with releases associated with artists including Chris Botti, Jeff Lorber, and Will Downing.
- 1970
MGM closes Verve Forecast[1]
Other
After Jerry Schoenbaum's departure in 1969, parent company MGM discontinued the imprint.
- 1967
Verve Folkways is renamed Verve Forecast[1]
Other
The imprint changed its name from Verve Folkways to Verve Forecast as it broadened its intended appeal beyond folk music.
- 1964
Verve Folkways is established as a Verve division[1]
Other
Jerry Schoenbaum of Verve and Moe Asch of Folkways created Verve Folkways to pursue the expanding folk-music market.
Verve Forecast catalog moves into Polydor[1]
M&A
After PolyGram acquired MGM Records, the Verve Forecast catalog was incorporated into Polydor together with the broader MGM catalog.
Verve Forecast is deactivated after the PolyGram–MCA merger[1]
M&A · Leadership change
Following the formation of Universal from PolyGram and MCA Records, the imprint was deactivated and its roster transferred to GRP.
Sources1 sources
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