Notorious B.I.G. Catalog Sale in the Works (Exclusive)
The music, name and likeness of Notorious B.I.G. will soon have a new home as the late rapper’s estate is close to signing a deal with Primary Wave, The Hollywood Reporter has learned.
According to multiple sources, publishing rights to the Brooklyn legend’s catalog of work are on the table for $100 million, as are master rights for a slightly higher price (another $30 to $50 million, an insider shares). Both include publicity rights which cover an individual’s name (Christopher Wallace was B.I.G.’s legal name but he also went by Biggie Smalls and, colloquially, Biggie), image, voice and other identifiable characteristics like key verses in lyrics. Master rights include the actual recorded works, as opposed to the compositions (or songwriting) covered under the publishing umbrella.
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The deal is said to encompass 50 percent of both publishing and master rights, with the right of publicity included. While the transaction price is unclear (a source suggests it will be in the eight figures, not nine), the deal is on its way to close, likely in the next couple of weeks, after which Biggie will join an already impressive roster of legends at Primary Wave, including Bob Marley, Whitney Houston, Stevie Nicks and Luther Vandross, whose Sony Music Vision-produced documentary Luther: Never Too Much recently picked up two NAACP Image Awards including for best documentary.
Representing the estate of Notorious B.I.G., who was shot to death in 1997, are Mark Pitts and Wayne Barrow. The two co-founders of ByStorm Entertainment first became familiar with the future icon at Bad Boy Records, where Pitts had interned for Sean “Puff Daddy” Combs. Key figures on the Primary Wave end of the deal include founder Larry Mestel and partner Steve Greener, whose bona fides include having managed Bernie Mac and Fantasia, and securing the Vandross deal.
Voletta Wallace, Biggie’s mom, died a week ago at age 78, which makes the timing of this transaction somewhat curious.
Reps for Primary Wave and the Notorious B.I.G. estate could not be reached for comment.
Primary Wave was launched in 2006 by veteran music executive Mestel as an independent music publishing and talent management company. It has made strategic partnerships with heritage artists a core of its business as the catalog market has grown around it. In the past decade, the industry has seen the valuation of music publishing and recording rights increase as artists like Bruce Springsteen, Queen, Bob Dylan, Tina Turner and Pink Floyd have sold significant portions of their catalogs — to the tune of $500 million (in the case of Dylan and Springsteen) and over $1 billion for Queen and the estate of Michael Jackson. Some analysts project that the publishing rights asset class alone will reach over $10 billion by 2030 if it continues performing consistently.
Universally considered one of rap’s greatest acts, Notorious B.I.G., (born Christopher George Latore Wallace) crafted some of the most highly regarded works of all time for the genre. With a discography that wowed both purists and mainstream audiences, Biggie was one of the most defining artists of ‘90’s hip-hop and a central figure in New York’s rap scene.
Biggie’s entrée into music began in his teenage years, when his boastful style and commanding presence helped him make a name for himself. Raised in Bedford-Stuyvesant by his mother, Voletta Wallace, a Jamaican immigrant and preschool teacher, his early life was marked by its share of challenges. Childhood poverty, his physical flaws and experiences with hustling after becoming a young father all became part of the songs he’d craft after being signed by Combs to his fledgling label Bad Boy Records in 1993.
B.I.G.’s debut album, Ready to Die (1994) was a colossal success, drawing audiences in with its versatile mix of tracks with mainstream appeal like “Juicy,” “Big Poppa” and “One More Chance,” as well as harder cuts like “Warning,” “Gimme the Loot” and “Who Shot Ya.” With his calm demeanor and distinctive baritone, Biggie exhibited a rare talent for painting pictures with his bars, delivering a complex rhyme scheme of double entendres and metaphors that has kept him on the Mount Rushmore of rap for any true connoisseur of the genre.
Life After Death (1997), Biggie’s sophomore effort — released posthumously — only further expanded his artistic horizons. The double album featured multiple number one hits with “Hypnotize” and “Mo Money Mo Problems,” as well as a slew of high-profile collaborators including Mase, Jay-Z, Lil Kim, Bone Thugs-N-Harmony, The LOX, Too $hort, 112, Angela Winbush, R. Kelly and DMC (from Run-D.M.C.). The project captured fans across the world, broadening Biggie’s appeal and demonstrating his growth as an artist willing to push creative boundaries. The project would go on to garner multiple nominations at the 40th Grammy Awards (best rap album, best performance by a duo or group, best rap solo performance).
Biggie’s impact on hip-hop culture is immeasurable. His storytelling prowess remains unparalleled, intricately depicting portraits of inner-city life that continue to resonate with audiences everywhere. He had a unique ability to articulate the struggles and triumphs of his community, making his narratives both personal and universal. His impact is evident in the works of countless artists who cite him as a foundational inspiration.
Tragically, Biggie’s life was violently cut short on March 9, 1997, when he was fatally shot in Los Angeles after attending a party. His death — at only 24 years-old — sent shock waves through the music industry and left a void that still remains. Biggie’s journey from Bedford-Stuyvesant to worldwide fame inspired George Tillman’s 2009 feature film Notorious as well as the documentaries Biggie & Tupac, Biggie: I Got A Story to Tell, and The Notorious B.I.G.: Bigger Than Life.
In the years following his death, his mother Voletta dedicated herself to preserving her son’s legacy. She was instrumental in the making of his biopic as a producer on the film and oversaw the management of his estate, ensuring his name, image and music continued to generate revenue through licensing deals, merchandising and posthumous projects. In addition to Life After Death, two other projects, Born Again and Duets: The Final Chapter were released in 1999 and 2005 respectively. The estate also capitalized on the rapper’s status as an icon by licensing his image and lyrics for apparel, collectibles and collaborations with major brands, as well as digital projects such as NFTs and Biggie’s hologram. Ms. Wallace also helped spearhead the renaming of Biggie’s old Brooklyn block “Christopher ‘Notorious B.I.G.’ Wallace Way” in 2019. Ms. Wallace, T’yanna and C.J. all took part in Biggie’s Rock and Roll Hall of Fame Induction in 2020.
Biggie’s catalog remains a touchstone in hip-hop, his tracks as impactful today as they were upon release.
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