Jason Owen’s Sandbox Entertainment just got a little more space to play in, creating an offshoot that will manage estates and control image and likeness rights.

The manager of Kacey Musgraves and Dan + Shay has created Sandbox Succession, which will be headed up by Josh Matas who joined Sandbox in 2015 from Sony Pictures. Sandbox Succession currently represents the estates of Johnny Cash and June Carter Cash as well as Richard Petty, one of NASCAR’s greatest drivers.

The division’s services include brand development and partnerships; merchandising and licensing; hospitality; exhibitions; concert performances; and entertainment development across film, television, music, content, gaming and books. Whew.

“I got a unique opportunity early on in my time at Sandbox to work with Johnny Cash’s estate,” Matas says. “The depth of this work emphasized the importance of managing these critical brands. Audiences have shown a continued reverence for this particular collection of individuals—and we’re excited by the idea of not only presenting sustainable business models, but also continuing to tell their stories as a pillar of the greater cultural landscape.”