Some names never fade. Elvis. Marilyn. Einstein. These aren’t just people—they’re brands. And even years after their deaths, they continue to appear in commercials, product lines, and even new movies.
How? Through a business most people don’t know exists: legacy representation.
At the center of this world are agencies that specialize in managing the image, rights, and intellectual property of deceased celebrities. Their work is about more than nostalgia—it’s about protecting identity, promoting legacy, and turning cultural icons into ongoing business ventures.
This isn’t only about the past. It’s a growing part of today’s entertainment and branding industries.
From Obituary to Opportunity
When someone famous passes away, their fame doesn’t vanish. In many cases, it grows. That’s especially true for cultural figures whose work or image left a lasting mark — artists, actors, athletes, and thinkers.
But keeping their legacy alive isn’t as simple as putting their face on a t-shirt. Their likeness is an intellectual property (IP) asset, and someone has to manage it. Agencies step in to do just that — not just to guard these assets, but to grow them.
For example, a famous athlete might be featured in a new ad campaign. A poet’s quote might appear on merchandise. A long-gone actor could even show up in a CGI-driven film. These opportunities bring in revenue, but they also require legal expertise, marketing sense, and a deep understanding of the brand that person left behind.
Agencies as Brand Stewards
The core of this business is stewardship. Agencies act on behalf of the estates of the deceased. They negotiate deals, build partnerships, and decide what’s appropriate or not for the legacy of the individual they represent.
This work blends law, entertainment, and business. One key legal tool is the Right of Publicity — a legal protection that lets individuals (or their heirs) control how their name, image, and voice are used commercially. Not every state offers these rights in the same way, and it took years of lobbying and legal cases to make them more widespread.
Agencies often guide estates through those challenges. They also help value the name itself — a surprisingly complex task. How much is an actor’s name worth 50 years after their last film? What about a political leader’s image or a musician’s signature look? These questions lead into the field of celebrity IP valuation, where economists and legal experts analyze a person’s influence, market potential, and past income streams.
Building the Brand of the Dead
One of the surprising things about this business is that it doesn’t just protect a legacy — it builds one.
Agencies do more than guard trademarks and stop unauthorized usage. They actively expand the presence of a name in the market. They find creative ways to reintroduce a person to new generations, often through brand partnerships, film deals, or even licensing for technology.
Think about the ways you see Einstein in pop culture today — on notebooks, software, and even AI tools. It’s no accident. That’s the result of strategic decisions made by agencies who see a legacy as something alive.
Not Just for the Famous
While the business began with celebrities, it’s no longer limited to household names. Today, agencies are expanding into new areas — working with influencers, public figures, and even iconic locations or slogans.
Some firms represent cities, movements, and historic campaigns. Others work with living influencers to help them protect their brand now — and prepare for how it will be handled in the future.
It’s all part of the same shift: from personal fame to intellectual property. In this view, identity is something that can be owned, licensed, and protected — just like a product or invention.
Ethics and Controversy
Of course, this business isn’t without controversy. Some people are uncomfortable with the idea of using someone’s image after death — especially when it involves digital recreations or fictional portrayals.
The ethics of “bringing people back” with AI or CGI has sparked debate. Who decides what’s appropriate? What happens if a recreated performance goes against the values that person held in life?
That’s why the best agencies don’t just chase deals. They act as ethical guides, working closely with families and legal teams to make sure that legacy isn’t just profitable — it’s also respectful.
CMG Worldwide and the Evolution of Legacy
One of the pioneers in this field is CMG Worldwide. Founded in the early 1980s, the company lobbied various state governments, won landmark decisions in court, and created the legal groundwork for managing deceased celebrities’ rights. Over time, it expanded into areas like digital licensing, litigation support, and even representing living influencers.
With clients ranging from Elvis Presley to Albert Einstein, the company helped set the standard for how to turn legacy into lasting business. Its work shows how powerful — and valuable — identity can be when it’s protected and managed with care.
The Future of Fame
As technology evolves, so will this industry. Deepfakes, holograms, and AI tools are already reshaping how we think about presence and performance. In the future, you might attend a concert by a singer who’s been gone for decades — or chat with a virtual version of a historical figure.
That’s why the work of these agencies matters more than ever. Fame is no longer limited to a person’s lifetime. With the right tools, a name can live forever. But that kind of power comes with responsibility.
Legacy is not just about memory — it’s about meaning. Agencies that manage names and brands aren’t just keeping the past alive. They’re shaping how we remember it, how we connect with it, and how we pass it on.
Read more:
The Business of Legacy: How Agencies Like CMG Worldwide Turn Names into Brands
