Besides arguably owning the greatest voice to ever touch a microphone, Whitney Houston‘s impact touched many realms beyond music including movies, fashion, philanthropy, and Pop culture at large – a feat that’s not changed even ten years after her passing.

To ingeminate that fact, Pat Houston – executor of her the Pop icon’s estate – has announced plans to roll out a multi-faceted campaign in 2023 to celebrate the breadth of the diva’s influence.

More inside.

Featured inside the pages of the latest Billboard magazine, Pat talked at length about her partnership with music publishing and marketing extraordinaires Primary Wave and their journey to elongating interest in Whitney’s brand.

Her move to giving the group 50% ownership of Whitney’s assets (including publishing, master recording revenue, name, likeness, and brand) has proven lucrative in just the three years since their bond was formed.  Not only does Primary Wave boast it’s quadrupled the singer’s estate value, it plans to expand that revenue even further with a series of projects that will bring the ‘I Will Always Love You’ performer’s brand back to the forefront.

Having already scored a touchdown with the touring Whitney Houston hologram, the next set of releases include a perfume line, a MAC Cosmetics deal, and multiple books.  Most famously, the Pop icon’s life story will be told via a highly anticipated biopic, ‘I Wanna Dance with Somebody,’ due in December (click here to see the trailer).

“For 30 years of Whitney’s career, it was all about music — that was all she ever wanted to do, and it was only for a couple years prior to her passing that we started thinking about her brand beyond music,” Pat said. “The types of brands that we go for are the types of brands that Whitney would have gone through if she were here.”

As if the movie, fragrance, and cosmetic ventures aren’t enough, longtime fans of Whitney can also expect never-before-heard music to arrive on digital shelves in 2023.

Like we previously reported, two new albums – a live set and a Gospel LP – will be coming next year, as will a Broadway musical based on her life.

All projects are not only aimed at giving consumers a multi-dimensional view of the legendary songstress, but also to celebrate what would’ve been her 60th birthday and ensure the more negative aspects of her life never overshadow her immense talent and impact.

“With everything that’s going on right now, she’s still touching lives, and that’s what I want to do in a very positive way,” Pat says. “She should be remembered by her music and the work that she’s done in the community, not by her relationships. And the fact that all these things are happening proves that. It’s a clear path without any distractions to make things continue to happen for her legacy.”

Click here to read Pat’s full chat with Billboard.

[photo courtesy: Billboard magazine]

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