GreenLight has been named as the exclusive third-party licensor representing the personality rights of Johnny Cash and June Carter Cash. The move marks the Los Angeles-based intellectual property company's major foray into music. Under terms of the deal, the rights include using the late singers' names, images, likenesses, signatures and characterizations in advertising, promotions and merchandising.

"It's a tremendous opportunity to have them as part of our roster," says GreenLight director of client services Lisa Soboslai. "Johnny Cash embodies the concept of authenticity: all-American, masculine and a bit of a romantic outlaw. As part of the longstanding legacy of the Carter Family, June is country music royalty. She and Johnny also embody family and love."

GreenLight is currently negotiating initial licensing projects involving the Cashes. The company's roster includes actor Steve McQueen, opera singer Maria Callas, scientist Albert Einstein, pop artist Andy Warhol and inventors the Wright Brothers. Among the companies GreenLight has worked with on various campaigns are Dolce & Gabana, T-Mobile, Kodak, Tag Heuer and Coca-Cola.

Cash is known for such hits as "I Walk the Line," "Man in Black" and "Ring of Fire," the latter of which was co-written by June. His life and their love affair were portrayed in the 2005 film "Walk the Line" starring Joaquin Phoenix and Reese Witherspoon. Johnny Cash and June Carter Cash died within four months of each other in 2003.

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