Tupac’s voice, reading poetry taken from his song “Mama’s Just A Little Girl,” appeared in a Powerade commercial starring NBA star Derrick Rose in February.
Apparently, it marks the beginning of a “total reset” of the late rapper’s estate by JAM Inc., who was hired by Afeni Shakur in 2013 to oversee her son’s business, reports Billboard.
In partnership with Tom Whalley — who is the current head of Loma Vista Records, who signed Shakur to Interscope in 1991 — the company plans to keep Pac’s legacy alive, similar to how they’ve managed the estates of the Doors, Rick James, Janis Joplin, the Ramones and Otis Redding, and consulting the Michael Jackson estate… via licensing, apparel and other media ventures.
As the 20th anniversary of Pac’s death nears, the estate plans to roll out new apparel in late 2015, as well as a recent Grammy Museum exhibit showcasing Shakur’s writing, and a biography by a “very serious writer” whose deal is being finalized, JAM Inc. founder Jeff Jampol tells Billboard.
They also say that vaults of “unreleased music, released music, remixes, original demos, writings, scripts, plans, video treatments, poems” are still left, despite the release of multiple posthumous albums.
“Some of [the material] is in bits and pieces, some of it is complete; some of it is good, some of it needs work,” says Whalley, who has explored much of the archive. “But I think the work that is left can be completed, and is worth his fans hearing.”