Why Legal Strategy is More Important Than Ever
In today’s fast-moving entertainment world, success isn’t just about talent—it’s about protection. Whether you’re a legacy icon like James Dean or an up-and-coming influencer with a fast-growing audience, your name, image, and voice are assets. And like any valuable asset, they need to be protected, developed, and strategically used.
As an attorney and the COO of CMG Worldwide, I’ve seen firsthand how smart legal frameworks can be the foundation of long-term brand success. From managing the estates of historic figures like Albert Einstein to helping influencers close seven-figure deals through CMG Talent, our focus is always the same: build, protect, and grow value through intellectual property (IP).
It All Starts with Understanding What You Own
Most creators don’t realize that their personal brand—how they look, what they say, even how they dress—can be protected. Trademarks, copyrights, and the Right of Publicity are not just tools for big corporations. They’re essential assets for anyone building a brand today.
The Right of Publicity, for example, gives individuals control over how their name, image, and likeness are used commercially. That means no one can profit off your identity without your permission. We’ve been leading the charge on this front since Mark Roesler founded CMG Worldwide in 1981. Back then, he was lobbying for these rights so that estates like Elvis Presley’s could have legal recourse against unauthorized uses. Today, we’re using those same principles to help living creators build and defend their businesses.
Creators Are Businesses—And They Need to Think Like It
One of the biggest shifts I’ve seen in recent years is the rise of the creator economy. Influencers aren’t just posting for fun—they’re closing deals with global brands, launching product lines, and driving major marketing campaigns. But while their front-facing work might seem casual, the backend has to be professional.
At CMG Talent, the talent management subsidiary I lead, we’ve built out a team that understands both the legal and business sides of influencer marketing. We help our clients structure deals, protect their content, and retain ownership over the creative assets they build. If you’re not thinking about ownership—of your content, your brand, your voice—you’re leaving money on the table and opening yourself up to risk.
The Magic Happens When Law Meets Creativity
I’m a lawyer, yes—but I’m also surrounded by incredibly creative people. And what I love most is when legal strategy supports creativity rather than getting in its way. Good contracts don’t just prevent problems—they unlock possibilities.
For example, when we’re working on a brand partnership for one of our influencers, we don’t just look at the dollar amount. We look at how the deal fits into their long-term brand, what rights are being granted (and for how long), and how the content can be repurposed. That kind of strategic thinking is what separates a one-time campaign from a sustainable business.
Similarly, with legacy clients, we’re constantly looking for ways to breathe new life into iconic names—whether it’s Einstein appearing in a new tech ad or a film license for someone like John Wayne. These deals work because the legal groundwork is rock-solid. Without that, opportunities fall apart.
What We’ve Learned From the Greats
Working with legendary figures like Marilyn Monroe and James Dean has taught us a lot. These are people whose influence spans decades, cultures, and industries. Their estates are still generating revenue and driving conversations years after their passing. Why? Because we’ve protected their image, controlled how they’re used, and aligned them with the right partners.
Modern creators can learn a lot from that. The key takeaway? Build a brand that lasts. Don’t chase every deal or every trend. Be intentional about how your name is used, what it stands for, and who gets to benefit from it. And above all, get the legal pieces in place early.
Looking Ahead: IP in the Age of AI
The next frontier is already here. With the rise of AI, deepfakes, and virtual influencers, managing intellectual property is going to become even more critical—and more complicated. We’re seeing digital recreations of voices, faces, and even entire personalities. If you don’t own your IP, someone else might take it.
At CMG Worldwide, we’re actively preparing for that future. We’re advising clients on how to structure their rights in the digital space, making sure they stay protected as technology evolves. And we’re keeping a close eye on legal developments around AI-generated content and likeness rights.
Being in this business has shown me one thing above all: whether you’re a legend or a creator just getting started, your identity is your most valuable asset. Protect it, invest in it, and build it like a business.
Smart legal frameworks don’t just defend what you’ve created—they give you the confidence to dream bigger, push further, and take full control of your career.
And if you need help doing that, we’re here.