Elvis Presley, the legendary “the King of Rock and Roll”, may soon be revived in hologram form for live performances by the Swedish entertainment company Pophouse, co-founded by Abba’s Björn Ulvaeus. Pophouse has been in discussions with the owners of Presley’s intellectual property to bring back the US star in digital avatar form for live shows. Sony Music owns the rights to the musician’s work, while the intellectual property, including Presley’s image and likeness, is owned by investment company Authentic Brands Group.
The discussions between Pophouse, Sony, and ABG have been focused on a commercial partnership, rather than a sale of the music rights or intellectual property. This potential deal would be different from the recent $300mn acquisition of the music and image rights to the rock band Kiss. Pophouse aims to create a live music show featuring avatars of the members of Kiss, similar to the successful Abba Voyage show in London. While there is no certainty a deal will be reached, Abba’s Ulvaeus hinted at a potential partnership with Elvis Presley, expressing his desire to see the young Elvis come alive again.
Fans in London will soon be able to see a holographic version of Presley from this November, as a venture called Layered Reality is set to launch its “Elvis Evolution” experience, incorporating virtual reality and holographic projections. Pophouse has been investing in music catalogues for the past two years, acquiring the majority share of Swedish dance acts Avicii and Swedish House Mafia. The company is also behind the successful Abba Voyage virtual concert and has recently acquired Cyndi Lauper’s music catalogue.
Per Sundin, the chief executive of Pophouse, brings a wealth of music industry experience to the company, previously serving as managing director of Universal Music Sweden and president of Universal Music in the Nordic region. While Pophouse, Sony, and Authentic Brands Group declined to comment on the discussions regarding Elvis Presley, the potential for a holographic revival of the iconic singer has created excitement among fans and industry insiders alike. Stay tuned for updates on this exciting development in the world of entertainment.
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