{"id":1157,"date":"2026-06-01T23:07:06","date_gmt":"2026-06-01T23:07:06","guid":{"rendered":"https:\/\/relocationobserver.com\/?p=1157"},"modified":"2026-06-01T23:07:06","modified_gmt":"2026-06-01T23:07:06","slug":"authentic-brands-chairman-jamie-salter-on-the-new-blueprint-for-managing-celebrity-estates-its-no-longer-about-simply-licensing-an-image","status":"publish","type":"post","link":"https:\/\/relocationobserver.com\/?p=1157","title":{"rendered":"Authentic Brands Chairman Jamie Salter on the New \u2018Blueprint\u2019 for Managing Celebrity Estates: \u2018It\u2019s No Longer About Simply Licensing an Image\u2019"},"content":{"rendered":"<div>\n<div>\n<!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tThe business of managing celebrity estates has changed exponentially in the 15 years since Authentic Brands Group became the caretakers of Marilyn Monroe.<\/p>\n<p>Read more <a href=\"https:\/\/relocationobserver.com\/?p=1155\">Haley Bennett and Jack Whitehall Open SXSW London Film Section With World Premiere of \u2018Virginia Woolf\u2019s Night and Day\u2019<\/a><\/p>\n<p>\n\tThe emergence of a global content marketplace has greatly expanded opportunity to create TV shows, movies, documentaries, games and more for those who control the life rights of legends such as Monroe, Elvis Presley and Muhammad Ali, estates that are also in the Authentic portfolio. Strong storytelling about a legendary life also energizes all manner of licensing and merchandising programs.<\/p>\n<p>\n\t\u201cAuthentic has never viewed itself as simply an owner of brands or estates. We see ourselves as stewards of cultural IP,\u201d says Jamie Salter, founder and executive chairman of Authentic Brands Group.<\/p>\n<p>\n\t\u201cThe blueprint for managing estates today is very different from what it was 20 years ago. It\u2019s no longer about simply licensing an image. It\u2019s about building a modern cultural ecosystem around a personality,\u201d he says. \u201cWe do this through storytelling, partnerships, experiences, content and digital engagement, while still protecting the integrity of who they were and who they are to people today.\u201d<\/p>\n<p>\n\tAuthentic seized on this year\u2019s Monroe centennial as a prime opening to re-examine Monroe\u2019s life and legacy as an artist through a modern lens. Monroe is never far removed from pop culture \u2013 witness the long list of movies, documentaries and books that have been released since her death in 1962 at age 36.<\/p>\n<p>\n\tAs <em>Variety<\/em>\u2019s Daniel D\u2019Addario writes in his study of Hollywood\u2019s treatment of Monroe the person and the legend for <em>Variety<\/em>\u2018s Marilyn Monroe at 100 standalone issue, \u201cMonroe was in control of her instrument even as, sadly, she lacked control over so much else in her life. And we owe it to Monroe not to allow that quality of her work to get lost.\u201d<\/p>\n<p>\n\tFor Authentic, icons like Monroe, Presley and Ali are IP unicorns \u2013 the kind of celebrities that transcend borders and generations.<\/p>\n<p>\n\t\u201cThere is only one Marilyn Monroe. Icons like Marilyn emerge once in generation if we\u2019re lucky. They represent something bigger happening in society at that moment in time,\u201d Salter says.<\/p>\n<p>Read more <a href=\"https:\/\/relocationobserver.com\/?p=1153\">Josh O\u2019Connor, Tom Francis, Sam Taylor-Johnson, Thea Sharrock and Edward Enninful to Present at Inaugural Power of Women London<\/a><\/p>\n<p>\n\tAuthentic is working on a short film about Monroe with a notable but unnamed director. It was a producer on Baz Luhrmann\u2019s successful concert film \u201cEPiC: Elvis Presley in Concert.\u201d And it has teamed with Michael B. Jordan for \u201cThe Greatest,\u201d a limited series Ali biopic for Amazon Prime Video.<\/p>\n<p>\n\tAuthentic has to be selective in the personalities and properties it pursues. Not every well-known name lends itself to long-term cultural relevance. Founded 16 years ago, Authentic focuses on sports, entertainment, fashion and culture. It has also spearheaded the relaunch of retail and consumer brands including Reebok, Champion, Sports Illustrated, Guess, Brooks Brothers, Ted Baker, Juicy Couture and Billabong.<\/p>\n<p>\n\t\u201cWe\u2019re interested in assets that have emotional resonance, timeless storytelling potential and the ability to live across content, media, experiences and lifestyle-driven categories,\u201d Salter says. \u201cThose opportunities are very rare, which is what makes them so valuable.\u201d<\/p>\n<p>\n\tAuthentic of late has expanded its lens to working with living personalities who need expertise and strategic advice on how to best manage the plethora of opportunities that are available to modern stars. The company struck a wide-ranging deal with Shaquille O\u2019Neal in 2015 that has helped the NBA great burnish his brand with consumer products, live events, content and more. Authentic struck a strategic partnership with David Beckham in 2022, and it got into business with Kevin Hart earlier this year.<\/p>\n<p>\n\tThe key to effectively managing mega-multihyphenate personalities is to understand who they are (or were) at their core and the key attributes that fans love about them.<\/p>\n<p>\n\t\u201cLiving personalities and estates are actually becoming more complementary businesses. With someone like Beckham or Shaq, we\u2019re partnering with them to shape the next chapter and legacy of their brands in real time,\u201d Salter says. \u201cWith Marilyn or Elvis, we\u2019re curating and extending a legacy. Both require long-term stewardship and a very clear understanding of what makes that person so relevant and enduring.\u201d<\/p>\n<p>Read more <a href=\"https:\/\/relocationobserver.com\/?p=1151\">\u2018Deli Boys\u2019 Makes Broadway History as the Hulu Comedy Takes A Bite Out of Emmy FYC Season (EXCLUSIVE)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Authentic Brands Group chairman Jamie Salter on why Marilyn Monroe&#8217;s centennial was a prime opportunity to re-examine her life and legacy.<\/p>\n","protected":false},"author":1,"featured_media":1156,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[43],"tags":[1139,1140,1120],"class_list":["post-1157","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-biz","tag-authentic-brands-group","tag-jamie-salter","tag-marilyn-monroe-100"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Authentic Brands Chairman Jamie Salter on the New \u2018Blueprint\u2019 for Managing Celebrity Estates: \u2018It\u2019s No Longer About Simply Licensing an Image\u2019 - Relocation Observer<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/relocationobserver.com\/?p=1157\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Authentic Brands Chairman Jamie Salter on the New \u2018Blueprint\u2019 for Managing Celebrity Estates: \u2018It\u2019s No Longer About Simply Licensing an Image\u2019 - Relocation Observer\" \/>\n<meta property=\"og:description\" content=\"Authentic Brands Group chairman Jamie Salter on why Marilyn Monroe&#039;s centennial was a prime opportunity to re-examine her life and legacy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/relocationobserver.com\/?p=1157\" \/>\n<meta property=\"og:site_name\" content=\"Relocation Observer\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-01T23:07:06+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/relocationobserver.com\\\/?p=1157#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/relocationobserver.com\\\/?p=1157\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/relocationobserver.com\\\/#\\\/schema\\\/person\\\/2243ff062b31c5195cd0d9f83884e83e\"},\"headline\":\"Authentic Brands Chairman Jamie Salter on the New \u2018Blueprint\u2019 for Managing Celebrity Estates: \u2018It\u2019s No Longer About Simply Licensing an Image\u2019\",\"datePublished\":\"2026-06-01T23:07:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/relocationobserver.com\\\/?p=1157\"},\"wordCount\":754,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/relocationobserver.com\\\/?p=1157#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/relocationobserver.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/7e02580b0d879cf19b3a679f84ac5985.webp\",\"keywords\":[\"Authentic Brands Group,\",\"Jamie Salter,\",\"Marilyn Monroe 100\"],\"articleSection\":[\"Biz\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/relocationobserver.com\\\/?p=1157#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/relocationobserver.com\\\/?p=1157\",\"url\":\"https:\\\/\\\/relocationobserver.com\\\/?p=1157\",\"name\":\"Authentic Brands Chairman Jamie Salter on the New \u2018Blueprint\u2019 for Managing Celebrity Estates: \u2018It\u2019s No Longer About Simply Licensing an Image\u2019 - Relocation Observer\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/relocationobserver.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/relocationobserver.com\\\/?p=1157#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/relocationobserver.com\\\/?p=1157#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/relocationobserver.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/7e02580b0d879cf19b3a679f84ac5985.webp\",\"datePublished\":\"2026-06-01T23:07:06+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/relocationobserver.com\\\/#\\\/schema\\\/person\\\/2243ff062b31c5195cd0d9f83884e83e\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/relocationobserver.com\\\/?p=1157#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/relocationobserver.com\\\/?p=1157\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/relocationobserver.com\\\/?p=1157#primaryimage\",\"url\":\"https:\\\/\\\/relocationobserver.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/7e02580b0d879cf19b3a679f84ac5985.webp\",\"contentUrl\":\"https:\\\/\\\/relocationobserver.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/7e02580b0d879cf19b3a679f84ac5985.webp\",\"width\":1000,\"height\":563},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/relocationobserver.com\\\/?p=1157#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/relocationobserver.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Authentic Brands Chairman Jamie Salter on the New \u2018Blueprint\u2019 for Managing Celebrity Estates: \u2018It\u2019s No Longer About Simply Licensing an Image\u2019\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/relocationobserver.com\\\/#website\",\"url\":\"https:\\\/\\\/relocationobserver.com\\\/\",\"name\":\"Relocation Observer\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/relocationobserver.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/relocationobserver.com\\\/#\\\/schema\\\/person\\\/2243ff062b31c5195cd0d9f83884e83e\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g\",\"caption\":\"admin\"},\"sameAs\":[\"http:\\\/\\\/relocationobserver.com\"],\"url\":\"https:\\\/\\\/relocationobserver.com\\\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Authentic Brands Chairman Jamie Salter on the New \u2018Blueprint\u2019 for Managing Celebrity Estates: \u2018It\u2019s No Longer About Simply Licensing an Image\u2019 - Relocation Observer","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/relocationobserver.com\/?p=1157","og_locale":"en_US","og_type":"article","og_title":"Authentic Brands Chairman Jamie Salter on the New \u2018Blueprint\u2019 for Managing Celebrity Estates: \u2018It\u2019s No Longer About Simply Licensing an Image\u2019 - Relocation Observer","og_description":"Authentic Brands Group chairman Jamie Salter on why Marilyn Monroe's centennial was a prime opportunity to re-examine her life and legacy.","og_url":"https:\/\/relocationobserver.com\/?p=1157","og_site_name":"Relocation Observer","article_published_time":"2026-06-01T23:07:06+00:00","author":"admin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/relocationobserver.com\/?p=1157#article","isPartOf":{"@id":"https:\/\/relocationobserver.com\/?p=1157"},"author":{"name":"admin","@id":"https:\/\/relocationobserver.com\/#\/schema\/person\/2243ff062b31c5195cd0d9f83884e83e"},"headline":"Authentic Brands Chairman Jamie Salter on the New \u2018Blueprint\u2019 for Managing Celebrity Estates: \u2018It\u2019s No Longer About Simply Licensing an Image\u2019","datePublished":"2026-06-01T23:07:06+00:00","mainEntityOfPage":{"@id":"https:\/\/relocationobserver.com\/?p=1157"},"wordCount":754,"commentCount":0,"image":{"@id":"https:\/\/relocationobserver.com\/?p=1157#primaryimage"},"thumbnailUrl":"https:\/\/relocationobserver.com\/wp-content\/uploads\/2026\/06\/7e02580b0d879cf19b3a679f84ac5985.webp","keywords":["Authentic Brands Group,","Jamie Salter,","Marilyn Monroe 100"],"articleSection":["Biz"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/relocationobserver.com\/?p=1157#respond"]}]},{"@type":"WebPage","@id":"https:\/\/relocationobserver.com\/?p=1157","url":"https:\/\/relocationobserver.com\/?p=1157","name":"Authentic Brands Chairman Jamie Salter on the New \u2018Blueprint\u2019 for Managing Celebrity Estates: \u2018It\u2019s No Longer About Simply Licensing an Image\u2019 - Relocation Observer","isPartOf":{"@id":"https:\/\/relocationobserver.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/relocationobserver.com\/?p=1157#primaryimage"},"image":{"@id":"https:\/\/relocationobserver.com\/?p=1157#primaryimage"},"thumbnailUrl":"https:\/\/relocationobserver.com\/wp-content\/uploads\/2026\/06\/7e02580b0d879cf19b3a679f84ac5985.webp","datePublished":"2026-06-01T23:07:06+00:00","author":{"@id":"https:\/\/relocationobserver.com\/#\/schema\/person\/2243ff062b31c5195cd0d9f83884e83e"},"breadcrumb":{"@id":"https:\/\/relocationobserver.com\/?p=1157#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/relocationobserver.com\/?p=1157"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/relocationobserver.com\/?p=1157#primaryimage","url":"https:\/\/relocationobserver.com\/wp-content\/uploads\/2026\/06\/7e02580b0d879cf19b3a679f84ac5985.webp","contentUrl":"https:\/\/relocationobserver.com\/wp-content\/uploads\/2026\/06\/7e02580b0d879cf19b3a679f84ac5985.webp","width":1000,"height":563},{"@type":"BreadcrumbList","@id":"https:\/\/relocationobserver.com\/?p=1157#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/relocationobserver.com\/"},{"@type":"ListItem","position":2,"name":"Authentic Brands Chairman Jamie Salter on the New \u2018Blueprint\u2019 for Managing Celebrity Estates: \u2018It\u2019s No Longer About Simply Licensing an Image\u2019"}]},{"@type":"WebSite","@id":"https:\/\/relocationobserver.com\/#website","url":"https:\/\/relocationobserver.com\/","name":"Relocation Observer","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/relocationobserver.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/relocationobserver.com\/#\/schema\/person\/2243ff062b31c5195cd0d9f83884e83e","name":"admin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g","caption":"admin"},"sameAs":["http:\/\/relocationobserver.com"],"url":"https:\/\/relocationobserver.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/relocationobserver.com\/index.php?rest_route=\/wp\/v2\/posts\/1157","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/relocationobserver.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/relocationobserver.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/relocationobserver.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/relocationobserver.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1157"}],"version-history":[{"count":0,"href":"https:\/\/relocationobserver.com\/index.php?rest_route=\/wp\/v2\/posts\/1157\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/relocationobserver.com\/index.php?rest_route=\/wp\/v2\/media\/1156"}],"wp:attachment":[{"href":"https:\/\/relocationobserver.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1157"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/relocationobserver.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1157"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/relocationobserver.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1157"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}