According to sources familiar with the band’s finances, the Grateful Dead could easily command $150 million for rights to its name, likeness and IP
was dead of a heart attack. But the music never stopped, and in the decades since, Garcia’s legend has grown — and so has the business of the Dead, which has become a premier brand to partners in apparel and footwear , furniture and decor, accessories and even beauty products .
Except that in 1967, or even 1987 — the year the band landed a Top 10 hit with “Touch of Grey” — the Dead never saw so much bread. Dead & Company’s touring revenues, for one, are enviable. The band grossed $250 million in the past five years, averaging box office of $2.3 million per concert, according to live music trade Pollstar. All of those shows were sell-outs in arenas, amphitheater and stadiums, with total tickets sold numbering more than 2.4 million.
It’s proof positive that nostalgia factors greatly in the business of the Dead, not just emotionally but with a steady stream of products. “I find it super exciting,” says Mark Pinkus, president of Rhino Records, the Warner Music Group label that houses all of the Grateful Dead catalog. “The band is very unique in that it has iconography that is striking and timeless.”
As for the Dead’s repertoire, the band never was a big studio album seller, but it’s seeing licensing and music revenue reach an all-time high thanks in large part to the brand alliances it’s formed.
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