 To keep up with his finances and bookings, Penniman and three of his brothers formed a management company, Bud Hole Incorporated.By 1972, Penniman had entered the rock and roll revival circuit, and that year, he co-headlined the London Rock and Roll Show at Wembley Stadium with his musical peer Chuck Berry where he'd come on stage and announce himself "the king of rock and roll", fittingly also the title of his 1971 album with Reprise and told the packed audience there to "let it all hang out"; Penniman, however, was booed during the show when he climbed on top of his piano and stopped singing; he also seemed to ignore much of the crowd.To make matters worse, he showed up with just five musicians and struggled through low lighting and bad microphones.