This article discusses the earnings of deceased celebrities in the past year. The top-earning dead celebrities earned a record $1.6 billion, with classic literature and rock n’ roll being prominent themes. J.R.R. Tolkien, the author of The Lord of the Rings, topped the list with $500 million earned from the sale of Middle-Earth Enterprises. Kobe Bryant, the basketball legend, earned $400 million from the sale of his stake in BodyArmor sports drink. Elvis Presley’s estate generated $110 million primarily from box office and merchandise sales. Overall, the music of yesteryear proved to be a reliable income stream for the estates of deceased musicians.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Classic literature and rock n’ roll dominates | Shift in cultural dominance | Increased popularity and earnings from classic literature and rock n’ roll | Nostalgia and demand for timeless entertainment |
| Record earnings for dead celebrities | Increase in earnings | Higher earnings for deceased celebrities | Continued interest and demand for deceased celebrities’ work |
| J.R.R. Tolkien’s estate earns $500 million | Increase in earnings for deceased authors | Increased earnings for deceased authors’ intellectual property rights | Sale of intellectual property rights to gaming company |
| Kobe Bryant’s estate earns $400 million | Increase in earnings for deceased athletes | Higher earnings from sale of stake in sports drink company | Acquisition of stake by Coca-Cola |
| David Bowie’s estate earns $250 million | Increase in earnings for deceased musicians | Higher earnings from sale of publishing catalog and masters | Sale of publishing catalog and masters to Warner Chappell |
| Elvis Presley’s estate earns $110 million | Increase in earnings for deceased musicians | Higher earnings from box office and merchandise sales | Tourist interest and popularity of biopic |
| Music of yesteryear seen as reliable income stream | Shift in perception of value | Continued earnings from estates of deceased musicians | Investors view music of the past as valuable and reliable |
| Artists selling intellectual property back to companies | Shift in ownership of intellectual property | Artists selling intellectual property as part of estate planning | Older artists selling IP for financial and tax planning |
| Dr. Seuss’ estate earns $32 million | Increase in earnings for deceased authors | Higher earnings from book sales, Netflix deal, and merchandising | Continued popularity of Dr. Seuss characters |
| Change in distribution of classic holiday specials | Shift in distribution rights | Holiday specials no longer airing on free TV | Streaming services and paid distribution rights |
| Juan Gabriel’s estate strikes deal with Universal Music Group | Change in music catalog management | Universal Music Group takes over management of Gabriel’s catalog | Partnership with label and publishing arm of Universal Music Group |
| John Lennon’s estate earns royalties from Beatles music rights | Continuing earnings from Beatles music rights | Earnings from Beatles music rights secured for Get Back docuseries | Interest in Beatles music and documentary |
| George Harrison’s estate earns royalties from Beatles Cirque de Soleil show | Continuing earnings from Beatles Cirque de Soleil show | Earnings from Beatles Cirque de Soleil show | Continued popularity of Beatles music and shows |