LA adult video company Vivid Entertainment claims to have in its possession a sex tape featuring rock legend Jimi Hendrix that it intends to commercialize, but the company that controls the rights to Hendrix’s music and likeness claims this is just a “callous attempt” at exploitation.

Los Angeles-based adult entertainment company Vivid Entertainment announced earlier this week it would release a sex tape allegedly starring Jimi Hendrix. The material in question consists of 11 minutes of footage allegedly shot 40 years ago in a hotel room.

A man presumed by Vivid to be Hendrix is shown with two women. The porn company claims to have authenticated the tape with the help of “experts.” The tape was allegedly obtained from a memorabilia collector.

Seattle-based firm Experience Hendrix, which controls the rights to the star's music and likeness, responded Thursday that the tape was not authentic and that it was “an outrageous and baseless assertion.”

“We strongly dispute the claimed authenticity of the tape,” Experience Hendrix said in a statement. “We view the release as nothing more than a callous attempt to trade on the image and reputation of a deceased artist who is unable to defend himself against such an outrageous and baseless assertion.”

Vivid did not hesitate to counterattack, by saying Experience Hendrix’s denial did not affect the authenticity of the tape.

Steven Hirsch, co-chairman of Vivid, said in a statement on Thursday that Experience Hendrix’s comments were “not in any way a refutation of the authenticity” of the tape. “We are very comfortable this is the real thing,” Hirsch said.

Experts such as Charles R. Cross, author of the Hendrix biography “Room Full of Mirrors,” say the man in the video is without a doubt not Hendrix.

“This is somebody that looks like Jimi or is pretending to look like him, but it certainly didn't look like a dead-on match to me,” Cross told the Associated Press earlier this week.

It was only a couple of weeks ago that a purported Marilyn Monroe sex tape made headlines, only to be exposed as a complete fraud. How long before the Jimi Hendrix tape bites the dust?