The I Wanna Dance with Somebody singer’s turbulent relationship with long-time partner Bobby Brown as well as her highly publicised issues with substance abuse were some of the contributing factors to the superstar’s troubled final years.

Now over a decade later, per Billboard, Houston’s estate is planning major moves to cash in on the talented singer’s legacy. So what’s planned exactly?

The estate and Primary Wave partnership

Though Houston had signed a US$100 million deal with record label Arista in 2001, which was then the largest record deal in history, by the time she had passed, the internationally renowned superstar’s finances were reportedly in a shockingly dire state, per Billboard.

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Despite this massive deal, according to Celebrity Net Worth, in 2012 the year of her passing, Houston owed some US$20 million in debt. Considering that at the height of her stardom, The Greatest Love of All vocalist is said to have boasted an estimated net worth of US$150 million, the nature of the financial decline is particularly calamitous.

Fast forward to 2019, and Pat Houston – Whitney’s sister-in-law, manager and also the executor of the Houston estate – struck a deal with music publishing company and talent management agency Primary Wave.

According to Billboard, the partnership has given Primary Wave a significant 50 per cent stake in the late singer’s estate, estimated to be worth around US$14 million. The music company has since stated that due to a variety of projects associated with the Houston brand, that value has increased fourfold.

The new film, I Wanna Dance with Somebody

Perhaps most notable in terms of the planned projects to come from this partnership is the highly anticipated biopic I Wanna Dance with Somebody, scheduled for release on December 21, per Deadline.

The film was written by Anthony McCarten, the mastermind behind other biopics like Bohemian Rhapsody, The Theory of Everything and Darkest Hour. Starring relative newcomer Naomi Ackie, the film is expected to bring in big money for the estate.

Speaking to Music Business Worldwide, Primary Wave CEO Larry Mestel and co-producer of the film shared, “I think as a result you’re going to see a very significant jump in Whitney’s brand, in streams of her catalogue in general – and in people’s introduction and reintroduction to a legend.”

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The merch and make-up

Besides the upcoming film, a bunch of other projects and deals have been arranged, which will surely translate into large earnings for the Houston estate.

These include a range of merchandise such as a fragrance, apparel, Whitney Houston Funko Pop dolls as well as a collaboration with Mac cosmetics on a line of Whitney Houston-branded make-up, such as the Nippy eye shadow palette – Nippy was Houston’s childhood nickname.

Additionally, as per Billboard, 2023 – which would have been the year Houston turned 60 – will also see the release of a Whitney Houston gospel album and a Broadway musical based on the film or script written by McCarten.

The family’s making coin

While fans from all over the world will certainly welcome all this, the planned Whitney Houston revival by her estate has left others with a sour taste, mostly as a result of her family seemingly cashing in on the superstar’s legacy despite their rocky relationships at times.

According to an interview with British media, English documentary filmmaker Nick Broomfield who created the documentary Whitney – Can I Be Me commented on how Houston had supported her entourage, including her brothers who were responsible for introducing her to drugs.

“I am not surprised by all the commercial plans,” he said. “It is entirely in keeping with that bunch of people.”

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He continued, “‘It is well known that there were troubles in her relationships with the brothers and mother. By the time of her death, Whitney was supporting an enormous entourage of people, starting with her family, who now run the estate. She was an incredibly generous woman who had a big heart.”