YNOT EUROPE – The London-based gay adult studio formerly known as Alphamale Media has shortened it moniker to simply “Alphamales.” A new website is part of the transformation.

The studio will celebrate its eighth anniversary in late 2012, and the milestone seemed like a good time to make the change, according to retired performer Trojan Rock, aka Gavin Hay, who founded Alphamale Media and now serves as the managing director for its parent company, Eurocreme Group.

“At a time where the porn industry, especially in the UK, is struggling against many barriers, Alphamale Media has continued to strengthen on the back of quality productions, star creation and real, passionate sex on screen, as well as a crew that is really in this to get it right,” Hay said. “That’s why we’re changing names to Alphamales: It’s stronger and more reflective of the energy and virility of this studio.”

The new website, Alphamales.com, offers a DVD store in addition to video-on-demand and memberships that encompass online video and image galleries. Butch Grand, Bruno Knight and Ross Hurston are among the featured stars.

“Alphamales.com is committed to be the one place to come when you want to see your favourite muscled, hairy, beefcake stars,” Hay said.

Parent company Eurocreme maintains the affiliate program Eurocreme Cash, which pays 50-percent recurring revenue share or $35 per sign-up.