Poptones CEO Alan McGee has reformatted his new music Web site as an online magazine. Yesterday, the site began running a series of opinionated reviews and editorials from a host of celebrity contribu

Poptones CEO Alan McGee has reformatted his new music Web site as an online magazine. Yesterday, the site began running a series of opinionated reviews and editorials from a host of celebrity contributors, on topics as far ranging as new music and movies through to politics and current affairs.

Among the first articles posted are a live review of former New York Doll David Johansen in London by Primal Scream singer Bobby Gillespie, and McGee's appraisal of the unauthorized biography of his former label, "The Creation Records Story."

"The vision always was to turn the Web site into an online magazine," McGee tells Billboard.com. "It will be a no-holds barred and controversial forum for invited guests to express their views, with content renewed every two or three days."

To support the move, Poptones has appointed British music journalist Tim Tooher as online editor, with further appointments expected shortly. When Poptones was floated on the London Alternative Investment Market last year, it touted itself as an Internet-led record label with an integral online retail component. The company's record label arm includes the acts Captain Soul, Cosmic Rough Riders, and January.