[dubious – discuss] In 2003 EMI divested the "His Master's Voice" intellectual property to the HMV retail business.

In 1921, the Gramophone Company established His Master's Voice as a music retail chain.

[citation needed] It also signed American talent such as Elvis Presley for British distribution.

[1] In July 1973, the Gramophone Company became EMI Records, with His Master's Voice continuing as a sub-label.

"His Master's Voice" would still be used on occasion releases after this period, but as a throwback as opposed to being a dedicated record label.