Stephanie G. Mathis The Bob Marley Biopic “One Love”, which has been long awaited, will focus on important moments of the musician’s career – including his youth in Trenchtown, his spiritual development, and his attempted murder. As a music business scholar, I’m wondering if this film is just another extension of Marley’s marketing machine.
Marley passed away in 1981 at the age of 36. Marley achieved a level of mainstream success that was unmatched by other reggae artists. He also spoke to oppressed people and challenged global capitalism.
The image is in stark contrast to what has been done with Marley’s likeness and name since his death.
You can now buy Bob Marley backpacks and Bob Marley puzzles. Even Bob Marley Flip-flops are available.
Trailer for the movie ‘One Love’
In an age when the survival of an artist is often dependent on licensing and sponsorship deals, the insult has far less impact. The ongoing earnings of a deceased musician are left to others.
When a musician like Marley, whose songs are infused with messages of anti-imperialism, anti-capitalism, and liberation, becomes so commercialized, it is worth asking how this happened and if it threatens the artistic legacy.
On the record
Forbes ranked Marley ninth in its list of the highest-paid dead celebrities for 2023, just behind John Lennon, former Beatles frontman. The publication claims that Marley’s estate earned US$16million.
Family members and the estate now control Marley’s business affairs. They have made deals to share profits with merchandising partners and marketing partners. Royalties are earned by the estate based on the commercial power of Bob Marley, although exact percentages aren’t publicly disclosed.
Marley’s “legend” album compilation has proven to be a real goldmine.
It’s the best-selling reggae record of all time. The album has been on the Billboard 200 for more than 800 weeks without a break. Together, the tracks have generated over four billion Spotify streams. Its phenomenal success was a major reason why Primary Wave, a private music publishing firm backed by investors like BlackRock, invested over $50 million in 2018 to purchase a portion of Marley’s publishing catalog.
After Marley’s passing, a number of albums were released. The albums include “Natural Mystic,” “Chant Down Babylon,” “Africa Unite,” “Uprising Live!” (2014, his last concert), “Legend Remixed,” “Easy Skanking In Boston ’78”, “Legend Remixed,” “Legend Remixed,” “Easy Skanking In Boston ’78”, and “Bob Marley & The Chineke! Orchestra” (2022).
The “Legend’ album has made more money than all of these subsequent releases put together. The material that is missing from the album speaks volumes.
Chris Blackwell revealed in 2022 his autobiography that the music of Bob Marley’s “Legend,” was carefully crafted for mainstream white audiences.
The most popular reggae record of all time is ‘Legend.’ Bob Berg/Getty Images
This was achieved by focusing on songs that were centered around themes of peace and love, as opposed to those that spoke about Marley’s radical Afrocentric politics or Rastafarian worldview. These are found on albums such as “Survive” from 1979.
Marley’s album “Survival” features a scathing attack on the forces of exploitation, division, and oppression. “Top Rankin’,” “Babylon System,” and “Survival” are also laudatory. “Wake up and live” is a call for spiritual and political awakening.
The tracks that appear in “Survival” don’t even appear on “Legend”.
Bob Marley is still the top reggae musician in the world four decades after he died. It’s Marley’s lighter, less controversial music that has made him a global star.
The Mystic of Merchandising
In a time of tiny music royalties, a significant portion of the $16 million earned by Marley comes from merchandise, further eroding his revolutionary politics and spiritualism.
You can now purchase Bob Marley-themed coffee as well as ice cream and Body Wash. Bob Marley’s audio equipment and Bob Marley’s skateboards are there.
Marley-branded vape cartridges with nicotine are displayed alongside Snoop Dogg cartridges at the Vaper Expo 2022 in Birmingham, England. John Keeble/Getty Images
The cannabis brand
American private equity firm Privateer Holdings funds the product. The Marley family approached the company to gauge interest in collaborating for the release of the product. Marley Natural’s logo was designed by the same designers who created the Starbucks logo, highlighting the venture’s commercial ties.
They are among the “old pirates” Marley sang about in his mournful “a href= “https://www.lyrics.com/lyric/4003768/Bob+Marley/Redemption+Song”>Redemption Song/a>.” Marley sings about them in “Redemption song.”
Critics claim that the Marley family is wrong in claiming Bob would have approved the cannabis business.
Marley’s songs and lyrics are also used as marketing tools for products that have little to do with his music or message.
Cedella, his daughter who manages parts of the estate and has a line of clothing called Catch a Fire, launched a fashion collection in 2001. The Wailer’s first international album from 1973 inspired the name. Tracks like “Slave Driver,” “Concrete Jungle,” and “400 Years,” connect poverty in the present with injustices from the past.
Can T-shirts or other clothing help spread these messages? Perhaps.
Marley-themed Hot Sauce is a hard sell.
One Love: The Reel Situation
Criticizing Bob Marley in any way can lead to defensive reactions. The estate funds for Jamaican youth are a complete counterbalance to Marley’s message.
The “One Love,” a movie produced by Paramount Pictures, and with four Marleys as producers, will undoubtedly extend the mythologies of Bob Marley’s life that were cut too short by melanoma. It’s a huge international marketing vehicle to sell even more officially-branded merchandise.
