Artist Legacy Group will now represent the late artist’s brand.

The Dean Martin Family Trust has appointed Artist Legacy Group, a Sony Music Entertainment joint venture, to serve as its global brand representative.

ALG will collaborate with the trust to develop and maintain cohesive licensing and branding strategies to ensure the integrity of Dean Martin’s persona as the “King of Cool.”

“ALG will work closely with the trust to pursue licensing and branding initiatives on behalf of Dean Martin, complementing the projects that the trust is currently developing,” says Ashley Austin, chief executive officer, ALG. “Our mission is to fully serve Dean’s existing fan base while simultaneously introducing him to younger generations of fans who will undoubtedly respond to his timeless class and style.”

The agent will also secure new licensing opportunities and partnerships for the Dean Martin brand across categories such as apparel and accessories, fragrance, skin care, home décor, food and beverage and lifestyle goods.

“The Dean Martin Family Trust is very excited to be working with ALG to continue spreading the excitement and debonair lifestyle of one of the world’s most versatile and beloved entertainers,” says Laura Lizer, trustee, Dean Martin Family Trust. “His charisma and masculine style has bridged generations and continues to make him the definitive ‘King of Cool.’”