PENDEKAR138 RTP But once the franchise took off and profits skyrocketed, the Harmonix and RedOctane marriage split. The Gibson guitar brand had always been plastered throughout the game, but "Guitar Hero III" took the cross-marketing to new heights. Although Harmonix did not take the Guitar Hero publishing rights with it in its move to MTV, it still had some tricks up its sleeve. Browne, Nicole. "Rock 'Hero' Worship." Billboard. And has this evolution taken Guitar Hero from ape to man?|Can your Ceiling Fan Direction Impact Energy Costs?