What is necrobranding? So what does this have to do with Elvis, Princess Diana and Taylor Swift?

Do you have any memorabilia of Elvis, Princess Diana, David Bowie, Prince or Michael Jackson? Or maybe a beloved T-shirt, a favorite mug, a unique keychain or a gadget plate? You may not realize it, but you are participating in something known as “necro-branding“.

Necrobranding occurs when a celebrity’s image is sold to the public, perhaps by the celebrity’s estate or fans, long after the celebrity has died.

These Nekro-branded items act almost like talismans, helping us preserve the past and reminding us of an era long gone.

Necro-branding is also taking shape a multi-billion dollar industry. Even today’s stars – like Taylor Swift – will inevitably one day become the necrobrands of tomorrow.

And thanks to the astonishingly rapid development of artificial intelligence (AI), we can expect celebrity images to be “reincarnated” even more frequently in the future, and their legacy will reach far beyond death.

Necro-branding is everywhere

As my colleagues and I argued in our last article paper in the magazine Celebrity Studies, the quintessential necro-brand is Elvis Presley.

From Elvis impersonators to countless Elvis memorabilia, Elvis’ brand only grew after the star’s death. Apparently, postage stamps with an Elvis motif issued by the US Postal Service have become the so-called best-selling commemorative postage stamps of all time. It has also appeared on stamps issued by countries around the world such as the Republic of Congo, Rwanda and Burundi.

As we explain in our last paper: :

At the time of his death, Elvis’ net worth was estimated at $5 million ($40 million today), but by 2022, Elvis Presley Enterprises was estimated to be worth between $400 million and $500 million. The utilize of his image on merchandise and souvenirs contributes to the continuation of his legacy.

And it’s not just about necrobranding aimed at older fans; younger generations are also targeted by Elvis’ marketing.

Think, for example, of a version of a dance song from the early 2000s that was a huge success A little less conversationby Dutch musician Junkie XL. Or, for example, the way Elvis’ songs are woven into the animated Disney movie Lilo and Stitch.

Of course, Elvis is not the only star with the Nekro brand. David Bowie, Prince, Michael Jackson, John Lennon and Johnny Cash are other obvious examples, and countless merchandise bear their images. Their brand value increased after the star’s death.

Deceased royals – such as Princess Diana and, more recently, Queen Elizabeth – are another obvious example, especially since living royals already enjoy such enormous brand equity.

Necro-branding works because of the deep connection that fans feel with celebrities. One test fans of NBA basketball player Kobe Bryant discovered that as fans’ sadness and shock diminish, other stronger emotional responses, such as love, actually enhance.

Another year 2024 test An analysis of fans of Johnny Cash and John Lennon suggests that fans behaved “religiously” by honoring the memories of these beloved musicians.

Marilyn Monroe is another star with a powerful influence on the Nekro brand. As we argue in our last paper

Her brand has proven to be very sustainable in terms of profits and is currently licensed to the same management group that owns most of the Elvis brand, Real Brands Group (ABG). From 2001 to 2008, Monroe was frequently listed among the top ten highest-earning celebrities.

Necrobranding and artificial intelligence

Artificial intelligence already plays a key role in the branding of celebrities, living and dead, and will no doubt be used more in the future to enhance the marketability of today’s celebrities.

Consider, for example, that some past recordings are imperfect. Elvis footage from the 1970s often has good sound quality, but the actual video footage reflects the technology of the time.

While this can be partially fixed with remastering, future AI-based technology will make it possible to reproduce entire programs with all the imperfections removed.

Perhaps many decades from now, an AI-generated version of Taylor Swift will be performing for fans of that era. Entire personalities can be changed to meet the demands of different generations of fans, preserving their legacy indefinitely.

Brand modern songs can be performed by a necro-celebrity who never actually sang them, and songs by other artists (dead or living) can be performed by an avatar of the deceased singer.

Artificial intelligence has already been used to create a version of Barbie Girl sung in Johnny Cash’s “voice” along with a mix of other pop hits.

A completely modern frontier

Even if you’re not familiar with the term, you’re already part of the necrobranding market. And there will be even more as artificial intelligence develops and consumers will no longer be able to distinguish the phony from the real thing.

The lines will become blurred as necro-celebrity branding becomes a whole modern frontier for marketing and artificial intelligence develops faster and better.

Joanne Soviner, a Year 12 student at North Sydney Girls’ Secondary School, contributed to this article.