In November 2006, Judas Priest vocalist & Halford Records owner Rob Halford launched his label Metal God Entertainment as a response to the increasingly lucrative market of bonus-material cds. The label was designed to digitally distribute exclusive current and future music/ film products via www.HalfordMusic.com. The site is also affiliated with a global iTunes label featuring Halford’s music and short-film releases for iTunes and iPod communities.

Current bonus materials for the consumer include each of Rob Halford’s six music releases, accompanied with a premium digital package housing music and film for PC purchasers. For Mac users, the bonus includes premium digital packaging and 192k MP3 files. Because of Apple’s iTunes Digital Rights Management restrictions, Mac users must purchase Halford’s videos directly from Apple’s iTunes Store.