While Whitney Houston is forever stamped as one of the greatest voices and artists of our time, the late legend’s personal life continues to be focused on by mainstream culture.
According to Pat Houston, Whitney’s former manager and sister-in-law, Primary Wave can potentially create a great impact to change the narrative.
As previously reported by AfroTech, Houston’s estate joined Primary Wave in 2019 for a three-year partnership — marking it as one of the music giant’s biggest projects to date. After taking a 50 percent stake in the singer’s music assets, the estate’s earnings reportedly quadrupled ten years after her passing in February 2012.
The earnings came from “renegotiation of partnerships, focusing on merchandise, digital strategy, and social media enhancement — upping the game in general.”
Prior to the partnership’s efforts, Houston’s estate was valued at $14 million.
Pat, who is an executor of Houston’s estate, says that the intent behind the deal was to help in putting attention back on Houston’s legacy.
“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 told Billboard. “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.”
Since the partnership, Primary Wave has been behind Houston’s upcoming biopic “I Wanna Dance With Somebody,” a MAC Cosmetics partnership, a perfume line, and an archival book, per the outlet.