Agent Ed Victor’s auction for Keith Richards’s memoir, first hinted at back in April at the London Book Fair, is finally underway, with HarperCollins's Jonathan Burnham and Little, Brown's Michael Pietsch battling for world English rights to the tune of at least $7 million, according to a report in Crain's. A third publisher was involved in initial bids but has since dropped out.

Victor, who began gauging publishers’ interest in the Rolling Stones guitarist’s recollections this spring, was reported to be looking for at least $5 million for the book, just over the price tag for Eric Clapton’s memoir, which Victor sold to Doubleday and which will pub this fall.

Victor could not be reached for comment.