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Bruce Springsteen and Sony Music had different reasons for signing on to Deliver Me From Nowhere, the new biopic starring Jeremy Allen White as the Boss.

“I’m old. I don’t give a f–k what I do anymore,” Springsteen told Time. “As you get older, you feel a lot freer.” And while Sony was willing to do whatever Springsteen wanted to do, the label had other considerations, too: Its publishing company paid $500 million for Springsteen’s catalog in 2021, and one of the most powerful weapons it can deploy to boost streaming and revenue is a star-studded film. “The biopic is the cherry on top of the sundae, if you will,” says Sony marketing exec Monica Cornia. “Films bring more awareness to the artist brand and fans to the funnel.”

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Cornia, senior vp of marketing and partnerships for Sony’s Commercial Music Group, adds that the late-2024 Bob Dylan biopic A Complete Unknown and the 2022 Elvis Presley biopic Elvis “created a new baseline for streaming” both artists’ catalogs. They had “double-digit growth post-release and have sustained elevated streaming levels to date,” adds a Sony rep. 

Deliver Me From Nowhere focuses on 1982’s Nebraska — not the most commercial of Springsteen’s albums. But the star power from The Bear‘s Jeremy Allen White as Springsteen and Succession‘s Jeremy Strong as his manager, Jon Landau, will “create a huge cultural moment,” says Cornia, which Sony can use as “the initial exciting point for us to start to lean in.”

Over the past five years, the music business’ most successful songwriters have sold their catalogs (and sometimes other assets) for astronomical sums. In 2020, Dylan received a reported $300 million to $500 million for the publishing of his 600-plus songs, and Paul Simon, Stevie Nicks, David Bowie, James Brown and many others followed with deals estimated between $90 million and $250 million. “Everybody who’s acquiring a catalog is looking for opportunities to find new audiences and tap into a fanbase that’s already engaged,” says Sophia Dilley, executive vp of Concord Originals, the indie-label division that co-produced last year’s HBO doc Stax: Soulsville, U.S.A., about the storied Memphis recording home of Otis Redding, Sam & Dave and others. “A natural place to do that is within the documentary or biopic space.”

After its November 2018 premiere, Queen‘s Bohemian Rhapsody biopic hit more than $1 billion worldwide in box-office sales over just five months, increasing the value of the band’s publishing and recording catalogs. In 2024, Sony purchased them for $1.27 billion. 

Jeremy Allen White and Bruce Springsteen are seen on the set of “Deliver Me From Nowhere” on November 4, 2024 in Bayonne, New Jersey.

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Two months before the release of Bohemian Rhapsody, Queen’s catalog streamed 15 million times per week. Afterwards, it spiked to nearly 62 million, and settled by the end of 2018 to 38.2 million, according to Luminate. By comparison, Dylan’s catalog drew 7.1 million weekly streams two months before A Complete Unknown, spiked to 19.5 million after the biopic and dropped to 12 million in February, also according to Luminate.

It isn’t just the biopic itself that sets the streaming bar higher for iconic artists like Queen, Dylan, Presley and Springsteen — it’s the marketing campaign and social-media activity surrounding the films. In Springsteen’s case on Friday (Oct. 24), the heavily advertised Deliver Me From Nowhere arrives with a new release geared to superfans, the five-disc box set Nebraska ’82: Expanded Edition, which includes Springsteen’s long-awaited electric version of the album and a performance film. “Our goal is to take advantage of the moment, but also to make sure we’re consistently marketing the catalog and the artist going forward,” Cornia says. 

Concord, like many labels and publishers, plans similarly broad marketing campaigns for its upcoming biopics on Mississippi Delta bluesman Robert Johnson (release date unknown) and R&B keyboardist and Beatles collaborator Billy Preston (sometime in 2026). “The risk is it doesn’t have the longevity you want it to,” Dilley says, “But in the immediate, it definitely has an impact, because you’re spending money on a campaign, which helps audience awareness.”

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The timing of Deliver Me from Nowhere and A Complete Unknown, after the Springsteen and Dylan catalog sales, is probably not coincidental, according to Alaister Moughan, founder of Moghan Music, a London-based company that specializes in valuations of publishing catalogs. Major artists who sell catalogs, and top companies that spend big money to buy them, are highly aware that a well-timed biopic can improve the songs’ future value. “The past five years in particular, when an artist is looking to sell their catalog, they’ve been quite strategic,” he says. “They’re tying in, ‘We’ll be interested in a biopic.’” 

Still, the focus on the lesser-known Nebraska, rather than, say, Springsteen’s later blockbuster Born in the U.S.A., which made him a worldwide star, suggests Springsteen and the filmmakers are not focused on quick streaming revenue. “Maybe it’s more of a long-term view,” Moughan adds, “rather than, ‘We want the Bohemian Rhapsody of Springsteen this year.’”