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Deep Purple started life in 1968 and are considered to be among the pioneers of heavy metal and modern hard rock. Originally formed as progressive rock band, the band's sound shifted to hard rock, blues and even funk in the 1970s. 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, including 7.5 million certified units in the United States alone.