After waxing "authentic" with every release in the Guitar Hero franchise, Activision has set the next iteration of the game, Guitar Hero World Tour, to feature several influential instrument and equipment brands in the music industry as in-game sponsorships and virtual swag, because, you know, it's not really about the music, man, it's about the sell-out.

Anyway, fake guitar players/heroes will be able to earn fake gear from the likes from AMPEG, Audio-Technica, EMG Pickups, Ernie Ball, Evans Drumheads, Guitar Center, Krank Amplification, Mackie, Marshall, Orange County Drum & Percussion, Pork Pie Percussion, Regal Tip, Sabian cymbals, Vox and Zildjian drumsticks.

Guitar Hero World Tour is expected on PlayStation2, PlayStation3, Wii, and Xbox 360 this fall and will be the first in the franchise to compete toe-to-toe with EA's Rock Band music game by also incorporating gameplay akin to Drummer Hero, Bassist Hero and Frontman Hero together, as in a, uh... rock band.