PLAYDIGM Entertainment Licensing & Branding

Michael Jackson’s estate has one of the most powerful brands on the planet and the potential to earn more than anyone expects.  Controlling his name and likeness will be critical to maintaining the brand now that he has passed away. Combine that marketing income, with his assets and their total earning potential should allow his estate to become a powerhouse of revenue.   Especially since he is not able to continue his multi-million dollar extravagant spending sprees anymore.

On CTV the other day, the announcer stated that the Michael Jackson brand could top $20 million US dollars a year and depending on the business decisions of the Jackson family, could be structured to top the Forbes highest deceased celebrity earners list within the year.

MJ’s music has been selling faster than at any time during his life (except maybe when his Thriller album was released).  Check out the brand new separate page for Amazon and you’ll see young Michael Jackson smiling at you to click and buy, making it quick and easy to purchase more Michael Jackson merchandise.

Forbes last year had Elvis Presley as the top deceased celebrity earner making over $50 million US per year for his estate.  Rumour has it, that this is more than The King ever made annually when he was alive.  With Graceland and tight fiscal control of Elvis’ image, the Presley estate revenue is secure.

So will the King of Pop dethrone The King?

My prediction is ‘Yes’ and I prefer Elvis’ music.  It’s just logical.  Jackson’s original mass audience is younger than Presley’s, which translates to more of his fans outliving Elvis fans. Based on my radio listening, I hear MJ’s music more often than Elvis’ and I listen to many different stations.

It will be interesting to see how the Jackson family manage Michael’s estate. I hope they are able to pay off his staggering debt and still have enough cash leftover so his children are taken care of.  Which will be the case I am sure.

I wonder if Paul McCartney will now be able to purchase the Beatles publishing catalog rights?   I think that would be fair…

Sandford Tuey

info@Playdigm.com

John Lennon Lives on after his death by doing a Charity Advertisement.
He  will appear digitally in an ad for ‘One Laptop Per Child’ (OLPC).

Yoko Ono granted permission to use her husband’s digital image for a commercial. This is a great way for OLPC to get their message out to the world by involving a famous celebrity (even though he is deceased).  This is a perfect example of one way to build a brand.

It is also a good method to rebrand or extend the life of a brand like John Lennon.   Elvis Presley, Bruce Lee, James Dean, Marilyn Monroe all lend their names and likeness to a host of today’s products that help these Trademarks continue gaining awareness with new generations. This form of product placement works both for the celebrity brand and the products they appear to be involved with (multiple branding).

Rumors prevail that Elvis earns more money now than he did when he was alive.  This is the sign of a perpetual brand.  This is not something that just happens out of luck but is a manufactured technique and a continuing process to keep the brand alive for as long as possible.

Imagine our world with permanent brands.  Will Coca-cola(TM) and Pepsi (TM)  be around a hundred years from now?  A thousand years from now?  My money is on – Yes.  Certain brands have this power and longevity.

In the commercial, multi-coloured pixels form an image of John Lennon, who explains via a digitally constructeded voice, the benefits of giving a child a laptop to help change the world.

Imagine if every one of these computers promote several brands to these impressionable minds…

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