Innovation or horror? A step forward or the “zombie” trade? In any case, the dead celebrity industry and the use of artificial intelligence (AI) have broken new ground in the preservation and commercialization of their legacies, even after their death.
A striking example is the recent collaboration of the James Dean Foundation, along with those of Judy Garland, Laurence Olivier and Burt Reynolds, with the artificial intelligence company ElevenLabs for its ‘iconic voices’ programme. Through AI voice playback technology, these celebrities can now “read” books and articles, offering a whole new listening experience to their fans.
Dean’s hologram will be able to advertise drinks and travel, act in movies or talk to you as if he never left this vain world. All this for the corresponding price. As if he were alive!
Market power
This particular industry, known as the “dead celebrity industry”, is proving to be extremely profitable. Examples such as the case of Michael Jackson, who when he died was approximately $500 million in debt, but his foundation raised $2 billion after his death through projects such as musical performances and posthumous albums, show the power of this purchase.
However, with the development of artificial intelligence, the future is even more dynamic, opening up new possibilities for the creation of art and entertainment from celebrities who are no longer alive.
“They’re Coming Back”
The role of artificial intelligence is particularly critical, as it allows celebrity foundations to generate new sources of revenue, even after the artist’s death. By recreating voices, faces or even body movements, performers can “return” to the stage and offer new performances. This was done in the case of James Dean in the film “Return to Eden”, where his character was based on technological data and voice reproduction with AI. Despite technological advances, the use of AI to reproduce dead artists has generated intense controversy. Many believe that this technology violates the legacy and memory of the artist. Jeff Jambol, manager of artists such as Janis Joplin and the Doors, strongly objects to this trend, stressing that inserting words or voices into artists who have never expressed them is a “falsification” of their history. He even reports that he refused offers to recreate Jim Morrison’s voice through AI, considering this practice a violation of ethical principles.
Commercial dynamics
The ABBA virtual show had given rise to the… revolution. The members of the Swedish band appear as avatars representing their younger versions. The event grosses more than $2 million a week and demonstrates the commercial potential of using artificial intelligence and digital humanoid technology.
So, why not with the… deceased? The business is shocking, but also huge. Somehow one of the biggest events expected in 2025 is Elvis Evolution, a unique show with Elvis Presley in hologram form, which is expected to attract the attention of millions of fans worldwide. He will sing like he was here. The young will learn it, the old will relive it. Classic line. This time it will fill the coffers of the producers.
Intense emotions
An event in honor of legendary basketball player Drazen Petrovic was recently held in Croatia, where hologram technology with artificial intelligence (AI) was used. During the event, the hologram of the great athlete walked on the floor, dribbled and addressed the spectators, creating a particularly emotional atmosphere.
Drazen’s hologram evoked strong emotions among the thousands of spectators, especially his former teammates from the Croatian national team, with whom he had won the silver medal at the 1992 Olympics. This event was dedicated to the 60th anniversary of Drazen’s birth. and was a tribute to the life and career of the late “Mozart” of world basketball. Of course for his mother it was an absolute shock.
Despite the success of these projects, the challenge that remains for this industry is the moral and emotional connection that digital reproductions lack. At the same time, for those who lived the hero before his death, the emotion is so great that it leads to other very difficult paths.
The balance
This market will have to face the challenge of balancing commercial exploitation and respecting the artist’s legacy. Also, legal issues arise regarding intellectual property rights and the control of celebrities’ image after their death. Some states, such as New York in the US, are trying to legislate to protect deceased artists.
AI technology and holograms offer new, profitable opportunities in the entertainment industry, allowing artists to “come alive” and deliver new performances. However, the ethical and legal issues that accompany this practice show that the future of this industry is moving in dangerous directions, with the issue of authenticity and respect for artists’ heritage at the center. Although money is now above everything…
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