Houses of the Holy topped charts worldwide, and the band's subsequent concert tour of North America in 1973 broke records for attendance, as they consistently filled large auditoriums and stadiums. At Tampa Stadium in Florida, they played to 56,800 fans, breaking the record set by the Beatles' 1965 Shea Stadium concert and grossing $309,000. Three sold-out shows at Madison Square Garden in New York City were filmed for a motion picture, but the theatrical release of this project (The Song Remains the Same) was delayed until 1976. Before the final night's performance, $180,000 ($1,016,000 today) of the band's money from gate receipts was stolen from a safe deposit box at the Drake Hotel. In a special report for NBC News on 31 August 1973, John Chancellor announced that a poll taken by a leading British music magazine saw Led Zeppelin overtake the Beatles as the most popular rock band in England.
In 1974, Led Zeppelin took a break from touring and launched their own record label, Swan Song, named after an unreleased song. The record label's logo is based on a drawing called Evening: Fall of Day (1869) by William Rimmer. The drawing features a figure of a winged human-like being interpreted as either Apollo or Icarus. The logo can be found on Led Zeppelin memorabilia, especially T-shirts. In addition to using Swan Song as a vehicle to promote their own albums, the band expanded the label's roster, signing artists such as Bad Company, the Pretty Things and Maggie Bell. The label was successful while Led Zeppelin existed, but folded less than three years after they disbanded.
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