Tina Turner’s legacy has entered a new business era. 

According to reports, Swedish company Pophouse Entertainment has acquired the rights to Turner’s name, image, and likeness, along with the majority of her music catalog, in a deal for an undisclosed amount.

The move follows Turner’s earlier 2021 sale of her music rights to BMG for $50 million and comes as Pophouse looks to expand its entertainment footprint through immersive projects, including digital avatars. Pophouse CEO Jessica Koravos told the Associated Press that the company was drawn to Turner’s “incredible visual presence” and “incredible stage energy,” adding that the goal is to help “consolidate her legacy.” She said Turner is “up there, or is going to be up there, with the Elvises and the Marilyn Monroes of the world.” 

TheGrio noted that the deal echoes a similar move by the estate of Quincy Jones, which recently sold name, image, and likeness rights of its own. In Turner’s case, the estate was involved in the conversations and informed throughout the process, while BMG still retains a percentage of the catalog. 

Turner, who died in 2023, remains one of the defining performers of modern music. She won 12 Grammy Awards, earned a Lifetime Achievement Award from the Recording Academy, and was inducted into the Rock & Roll Hall of Fame twice — once as part of Ike & Tina in 1991 and again as a solo artist in 2021. Her hits, including “What’s Love Got To Do With It,” “Proud Mary,” “Private Dancer,” and “The Best,” continue to shape popular culture. 

BMG’s Alistair Norbury said in a statement that Turner’s “voice and spirit shaped modern music and popular culture,” and stressed that the responsibility is to keep her work resonating with audiences while staying true to the “strength, independence and originality” that defined her career. 

For an artist whose image, stage presence, and catalog have always carried generational weight, the deal feels like a new chapter in how legacy gets managed, protected, and reintroduced to new audiences.