Discussion 2.2: Prince’s Legacy Brand

I don’t know how to handle this Business question and need guidance.

The business of managing an artist’s legacy brand presents its own challenges. Jeff Jampol frames it as:

“a marketing exercise first, a legacy exercise second, and a revenue exercise third.”

Using Jampol’s approach as a guideline, take a look at Prince’s legacy brand. Since his death in April, 2016, his managers have developed diverse initiatives to reanimate the artist and move his legacy onwards. From transforming Prince’s most well-known property, Paisley Park, into a museum and partnering with Pantone to create the official Prince color, to almost using a Prince hologram at a recent Super Bowl halftime show; not to mention Prince’s famous music vault.

In your opinion, how is Prince’s brand being managed? What potential opportunities exist from the point of view of marketing, legacy, and revenue?


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