Are a British rock band formed in London in 1967. They are considered to be among the pioneers of heavy metal and modern hard rock, but their musical approach has changed over the years. Originally formed as a psychedelic rock and progressive rock band, they shifted to a heavier sound with their 1970 album Deep Purple in Rock. Deep Purple, together with Led Zeppelin and Black Sabbath, have been referred to as the "unholy trinity of British hard rock and heavy metal in the early to mid-seventies". They were listed in the 1975 Guinness Book of World Records as "the globe's loudest band" for a 1972 concert at London's Rainbow Theatre and have sold over 100 million albums worldwide