MY VIEW: In Memory of Michael

How the estate of Michael Jackson has handled the licensing market so far.
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Following the death of Michael Jackson, the huge potential of the star’s image and music to live on through licensing deals is becoming ever more apparent. Celebrity licensing expert David Reeder, vice president of GreenLight, looks at how the estate has dealt with this issue so far and gives his thoughts on what its next steps could be.

The tragic death of Michael Jackson has cemented his transcendence from music super star to iconic brand. Yet how the estate manages the phenomenal desire to commemorate his life will be key to preserving both the memory of Michael and the quality of the brand he will become.

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