Michael Jackson: King of merchandise

(The article you are reading is a translation of a report by Ian Youngs, BBC News music reporter.)

Celebration or cashing in? Michael Jackson’s merchandise industry is booming.

Seven weeks after his death—and after a judge ruled in favor of producing promotional products—Michael Jackson’s face and image have appeared on all kinds of clothing, coins, playing cards, and singing dolls. As Elvis Presley has shown, death doesn’t necessarily stand in the way of business success. Last year, the King of Rock ’n’ Roll earned around $52 million. Several headlines on Elvis’s official website, published ahead of the 32nd anniversary of his death, make the point:

• The King of Rock ’n’ Roll inspires a new teddy bear!
• Priscilla Presley and a new stage show inspired by Elvis
• Elvis on the QVC shopping network
• Elvis in ads for the Big Las Vegas prize
• A new Gladiator DVD of Elvis Presley will be released in August
• Correction: Graceland and Reeseland come together in a unique move
• All together for Elvis’s 75th birthday: the King of Rock ’n’ Roll’s train, along with a memorial car for the 75th anniversary, is now ready for visits

Merchandise, memorabilia, visits to Graceland, and even his own radio program—besides selling his albums and DVDs—have allowed Elvis to earn more than other deceased celebrities, and even more than many living people.

Michael Jackson’s merchandise industry seems set to move in the same direction. In addition to promotional products, a film made from snippets of rehearsals recorded during the days leading up to the huge London concerts is planned, his own book will be reprinted, and a new official photo-filled book will be released to the market at a price of $165.

John Branca, a former Jackson attorney and one of the executors of the will, says he expects the star to earn $200 million from album sales and memorial programs by the end of the year. In an interview he recently gave to the Los Angeles Times, he said, “We’re trying to look at what other heirs—Marilyn Monroe, Frank Sinatra, Elvis Presley—have done and use the best of them to build our strategy.”

Howard Weitzman, another lawyer for the will’s executors, says, “This estate has a long life. Michael Jackson is a statue with historical dimensions. I think there are big opportunities for us to create a lot of income for Michael Jackson’s heirs—today, his mother and three children.”

Columbia Pictures paid $60 million for the right to distribute Michael’s rehearsals, and that money goes to the heirs and to AEG Live, which was supposed to stage Michael’s concerts. AEG Live is trying to recoup part of the $30 million it spent putting on 50 Jackson concerts. The company and the will’s executors also intend to increase this profit by showcasing Jackson’s memorabilia.

The contract to broadcast the rehearsal film came with Katherine Jackson’s dissatisfaction. Brett Levech, Michael’s mother’s lawyer, says, “This isn’t about cashing in quickly.” AEG Live’s lawyer recently said, “The more we wait, the more time passes—and the reality is that people’s interest in seeing this film is decreasing.” Michael Jackson has been number one on the UK’s best-selling albums chart for seven weeks, and his Number Ones album is still at the top of the US best-sellers list. So public interest in keeping the memory of this man and his music remains strong. But where exactly is the line between honoring and cashing in?

Casper Levalin-Smith, editor of the Observer Music monthly, says, “Whenever a big star dies, a crazy rush begins to generate income. These things can be done with more sensitivity. There are many people who have a deep love for him, and you can understand the public’s desire to get a piece of him.”

Evergreen Copyrights, which owns part of the rights to 25 Jackson songs including Remember the Time and Dangerous, says that since the artist’s death, it has earned $1 million from the growing sales of his songs. David Shulhof, an executive at the company, says, “Right now we’re seeing strong demand for all the songs we control—for everything, from films and TV programs to promotional merchandise. Michael Jackson’s heirs want to make the most of this time.” He adds that the most important thing right now is preserving the value of the artist, because otherwise the value of the music and other products also declines. He claims that although in the past two weeks they have allowed the use of Jackson’s songs in many cases, they have also refused in many other cases where they felt future sales were being threatened. “If you sell everything in a short time, you sacrifice long-term sales. All the other stakeholders working with us are trying to exploit this capital. But it has to be done carefully and consciously. We receive a lot of requests for ridiculous and worthless uses. If the songs aren’t being used properly, we don’t agree.”

No matter what happens, Michael Jackson will be with us for years—just like Elvis.

Source: eMJey / BBC News