By Latifah Muhammad (Photo: Mitchell Gerber/Corbis)
A “total reset” of Tupac's estate is underway in anticipation of the 20th anniversary of his death. Jeff Jampol of JAM Inc. — the management company Afeni Shakur hired to explore new business ventures for her son’s estate — teased some of the deals in a Billboard interview.
Loma Vista Records, headed by Tom Whalley (the label executive that signed Pac to Interscope), has signed on to help steer the brand expansion. The imprint has worked with the legacies of deceased artists such as Janis Joplin and Otis Redding, along with assisting Michael Jackson’s estate with licensing and other business ventures. Since Jackson’s passing in 2009, his estate has garnered over $1 billion in revenue.
Projects on the way from Pac's estate include an apparel line, debuting later this year, a biography courtesy of a “very serious writer” and more works like the Grammy Museum exhibition.
The biggest portion of work surrounds Pac's unreleased music, video treatments, scripts, poems and other writings. 'Some of [the material] is in bits and pieces, some of it is complete; some of it is good, some of it needs work. But I think the work that is left can be completed, and is worth his fans hearing,” said Whalley.
Seven posthumous Pac albums have dropped since his passing in September 1996. Jampol and Whalley are now exploring alternative ways of keeping his works and image in rotation, including one involving Kendrick Lamar.
Though Lamar already sampled the late emcee’s voice on To Pimp a Butterfly, Whilley wouldn’t mind another collaboration with the TDE artist. “At some point in time, Kendrick would be brilliant to work with Tupac's [material]. He's one of the new great poets.”