Verve Forecast Logo

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Verve Forecast is a record label formed as a division of Verve Records to concentrate on pop, rock, and folk music. Jerry Schoenbaum of Verve & Moe Asch of Folkways created Verve Folkways in 1964 to take advantage of the popularity of folk music. To broaden the label's appeal, the named was changed from Verve Folkways to Verve Forecast in 1967. Schoenbaum was president of the label.