James Brown's estate is returning to the form the singer lived in, thanks to some help from Primary Wave — with hopes of creating the next Graceland.
The music atrium in Brown’s Beech Island, S.C., home, photographed by Andrew Hetherington on June 24, 2024, where he used to host parties and jam sessions, complete with his “Sex” jumpsuit and a painting of him in his 1970s “mustache era.”that he has tended for decades, amid the Georgia Pines that flood much of the property, as the early-morning June heat creeps across the lawns.
But the Brown deal marked the first time the company acquired an actual house. And what the company found on the compound, which sits just across the Savannah River from Augusta, Ga., was a home almost entirely preserved as it was on the day Brown died, down to the Christmas tree that still stands in the foyer, with unopened presents underneath.
Already, some of the team’s ideas have had an impact. In 2022, Primary Wave licensed Brown’s “It’s a Man’s Man’s Man’s World” to Amazon for its Mother’s Day “Woman’s World” campaign; the ad won a Clio Award in January for best use of music in film and video. The following month, plant-based milk company Silk featured Jeremy Renner singing Brown’s “I Got You ” in a Super Bowl ad. The Netflix filmsused “I’m Black and I’m Proud” in a period-specific scene.
Primary Wave takes special care of Brown’s iconic suits and jumpsuits, which can be particularly susceptible to the passage of time.The front living room of Brown’s home, featuring a photo of him and his eldest son, Teddy, above the fireplace; a phonograph on the hearth; and a bar in the corner. The house is full of mirrors, bamboo and motifs such as elephants.Though the Brown house is technically in South Carolina, Augusta lies just 8 miles away.
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