Veteran U.K. PR executive Gary Farrow is returning to the music business with a new venture, the Corporation. First clients for the London-based firm include Sony BMG U.K., Elton John, the Old Vic The

Veteran U.K. PR executive Gary Farrow is returning to the music business with a new venture, the Corporation. First clients for the London-based firm include Sony BMG U.K., Elton John, the Old Vic Theatre and jazz club Ronnie Scott's.

Farrow, who takes the role of chairman, describes the start-up as a "PR, media, communication and damage-limitation" company for the entertainment world.

With Sony BMG U.K. as a client, Farrow is reunited with Rob Stringer, chairman/CEO of the major. Farrow exited Sony BMG in January, almost 10 years after joining Sony Music in London. He was VP of corporate communications at Sony Music U.K. prior to its merger with BMG.

John joins the Corporation after splitting with publicist Barbara Charone. Separately, the singer has parted ways with manager Derek MacKillop; a successor is yet to be announced.

A second phase of details for the new company, including staff, headquarters and other clients will be announced in the coming weeks.