## Swedish Company Eyes Elvis Presley’s Digital Avatar Rights
Swedish company, Pophouse, has initiated negotiations with Sony Music and Authentic Brands Group, holders of the music rights and image of the late “king of rock-and-roll” Elvis Presley, who died in 1977. The aim of this negotiation is to purchase rights for creating his digital avatar to be used for concert organization.
## The Pophouse Proposal
Pophouse, the Swedish company, is not aiming to acquire all the rights related to the singer’s image and creative output. Rather, it seeks to establish a partnership with Sony Music and Authentic Brands. Under this potential agreement, a digital avatar of the singer would be developed, and concerts featuring the avatar would be organized. However, there is still no certainty whether an agreement between the three parties will be reached.
## The Pophouse Pioneers
Among the founders of Pophouse is former ABBA quartet member Björn Ulvaeus. The company has already organised similar events with its ABBA Voyage concerts since 2022, featuring digital avatars of the quartet’s members. This year, Pophouse also spent $300 million to secure similar rights for the members of rock band Kiss, and they are currently preparing a concert programme featuring their digital avatars.
