Emily Mack
The Elvis-Presley-wedding-industrial complex is under serious threat. Authentic Brands Group, a corporation which maintains Presley’s image rights has sent cease and desist letters to various Las Vegas businesses warning of legal action if they continue promoting trademarked items. Among those items? The names “Elvis,” “Elvis Presley,” “The King of Rock and Roll,” and even Elvis’ likeness.
Videos by Rare
Authentic Brands Group
American Brands Group (ABG is a licensing company, based in New York City, which counts more than 50 consumer clothing brands as subsidiaries. (Forever 21, Reebok, Juicy Couture, to name a few.) And in 2011, they also began collecting the estates of late celebrities. In addition to Presley’s, ABG owns the branding pertaining to fellow mid-century icons Marilyn Monroe and Muhammed Ali.
Even coming from a huge conglomerate, however, the cease and desist letters were a surprising move. Sent to an unspecified number of Las Vegas wedding chapels, they threatened halt unauthorized use of “Presley’s name, likeness, voice image, and other elements of Elvis Presley’s persona in advertisements, merchandise and otherwise.”
As Elvis impersonators, and their employers, voiced serious concern, ABG released this statement:
“We are seeking to partner with each of these small businesses to ensure that their use of Elvis’ name, image and likeness are officially licensed and authorized by the estate, so they can continue their operations.”
The effects of any legal action by ABG could have devastating consequences for not only the businesses of Las Vegas but the culture of the city. A recent Guardian article outlines many of the fears being shared by Elvis-affiliated targets.
“It might destroy a portion of our wedding industry. A number of people might lose their livelihood.,” said Lynn Goya, a Clark county clerk.
Kent Ripley, who owns Elvis Weddings, also wondered: “They want to protect the Elvis brand,” he said. “But what are they protecting by taking Elvis away from the public?”
Indeed, Elvis never really left the building thanks to decades of colorful iconography. Reproductions of Elvis’ face — even reproductions of his mannerisms through countless impersonations — have kept the rock legend’s spirit alive … long after his untimely death.
And by Golly, sharing your wedding altar with Elvis in a skintight suit is an American right! If ABG moves forward with their claims, all those Vegas chapels could be turning into… Heartbreak Hotels.
