The Whitney Houston revival is well underway.
The pop titan’s estate is planning a resurgence for the late stinger that includes a new album of unreleased tracks, a touring hologram, a potential Broadway musical and other branding deals.
The Grammy-winning megastar, who died in 2012 from a combination of heart trouble and cocaine ingestion at age 48, had devolved into tabloid fodder in the years before her death. The 2018 documentary “Whitney,” which the estate authorized, chronicled that downfall.
Houston’s estate has struck a deal with Primary Wave Music, a boutique marketing firm that specializes in reviving classic catalogs — of Smokey Robinson, Bob Marley and Def Leppard, among others — through branding and entertainment deals.
The New York-based marketing company will acquire half of