Speaking with Pat Houston, the vocal powerhouse's sister-in-law and former manager, the outlet has learned that Houston's estate is developing an extensive list of projects intended to revamp the late singer's mega-celebrity brand.
“Everything is about timing for me," Houston told the Times. "It’s been quite emotional for the past seven years. But now it’s about being strategic."
Whitney Houston's estate made a deal that includes plans for a hologram tour, an album of unreleased recordings and a Vegas-style extravaganza https://t.co/DGECuVpSKi— The New York Times (@nytimes) May 20, 2019
According to Houston, who also serves as the executor of Whitney's estate, a hologram tour has "taken precedence over everything."
Any prospective live dates would feature the Grammy-winning singer's original band and backup singers.
Additional ventures will reportedly include a Broadway musical as well as a posthumous album of unreleased tracks from Whitney's 1985 self-titled debut.
We’re thrilled to announce our partnership with The Estate of Whitney E. Houston to celebrate #WhitneyHouston's incredible legacy in "An Evening With Whitney: The Whitney Houston Hologram Tour” set to commence early 2020. Stay tuned in the coming months for more info! pic.twitter.com/xK26gacXKb— BASE Hologram (@BASEHologram) May 20, 2019
The new focus on the singer's re-branding follows a $14 million deal her estate signed with the music and marketing company Primary Wave Music Publishing. The deal reportedly entitles the company to 50% of the late star's assets.
"Before she passed, there was so much negativity around the name; it wasn’t about the music anymore,” Houston said.
“People had forgotten how great she was," she added. "They let all the personal things about her life outweigh why they fell in love with her in the first place."