"It really is a finite universe of celebrities that are able to transcend their own death to create commercial opportunities," said David Reeder, vice-president at Green Light, a subsidiary of Corbis Images, which helps license the images and work of late icons such as Albert Einstein and Johnny Cash. "People want to remember her back in 1986 at her peak, when nobody was doing it better than she was."
As a former model who crossed racial barriers, Houston's image might find a home with a fashion brand, much like Elizabeth Taylor, who continues to grace fragrances, or Audrey Hepburn, who has been given numerous tributes by clothing companies long after her passing.
If Houston breaks into Forbes' list of top-earning dead celebrities in 2012, she will likely get in "towards the bottom end" with single-digit millions of dollars, Reeder said. Michael Jackson dominated the list in 2010 and 2011, after his death three years ago.
Mark Roesler, chief executive of CMG Worldwide, a company that collects licensing revenue for the estates of Marilyn Monroe, James Dean and others, said fans will be looking to fill the hole Houston left behind on the eve of music's biggest night. "For all those reasons, it creates a situation where people feel like something's been taken away from them," he said.
There are no signs that Houston made savvy investments like "the gloved one." Jackson had a 50 percent stake in one of the world's largest music publishing catalogs, Sony/ATV. Houston was known for her voice, but not for songwriting, which can generate lucrative revenue from years of radio play.
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