Rather, he says, these deals help expose Prince to young audiences and new markets. Money isn’t the only motivation behind the deals, according to Troy Carter, the estate’s entertainment adviser and a former manager of Lady Gaga and John Legend, as well as the former global head of creative services at Spotify. It declined to comment on the value of these deals. The estate has also collaborated with several brands, releasing products including a liquid highlighter and an eyeshadow palette with the makeup company Urban Decay and a clothing collection with the French soccer team Paris Saint-Germain.
For example, Prince had mentioned an interest in revisiting his legendary record 1999, which spurred the 2019 expanded version.
How and what to posthumously release depends first on whether Prince expressed interest in releasing it while alive, says Trevor Guy, the estate’s creative director.
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