The death in 2009 of superstar Michael Jackson, who died of cardiac arrest at the age of 50, sent shockwaves around the world.
The Jackson 5 perform on a TV show circa 1969. From left, Tito Jackson, Marlon Jackson, Michael Jackson, Jackie Jackson and Jermaine Jackson.
Michael Jackson quickly became the stand out star of the Jackson 5. Here he performs onstage circa 1970.
Michael Jackson poses during a portrait session in Los Angeles in 1971.
Michael Jackson performs with The Jacksons in New Orleans on October 3, 1979.
Jackson achieved superstardom with his solo career in the 1980s. Here Jackson is shown on stage in Kansas in 1983.
Michael Jackson performs on stage circa 1990.
Jackson broke a world record during the Bad tour in 1988 when 504,000 people attending seven sold-out shows at Wembley Stadium in London.
Jackson perfoms in concert circa 1991 in New York City.
Known for his dance moves, Jackson is seen here jumping in the air while performing during the Dangerous tour in 1992.
Michael Jackson performs in Rotterdam, Netherlands.
Jackson performs with his brothers.
Jackson performs during the Bad tour at Wembley Stadium in London.
Jackson performs during the taping of "American Bandstand's 50th: A Celebration" in 2002.
Michael Jackson earned the Legend Award during the MTV Video Music Awards in Tokyo in 2006.
- Michael Jackson's "likability" plunged in his last years, expert says
- Damages for Jackson's death could be based on how much he might have earned
- AEG Live execs bragged about how fast Jackson's first 50 London concerts sold out
- Upcoming witnesses include Jackson brother Randy, sister Rebbie, ex-wife Debbie Rowe
Los Angeles (CNN) -- Negative headlines about drugs and sex abuse charges greatly diminished Michael Jackson's earning potential, an entertainment consultant said.
Jackson's album sales dropped sharply from his peak and his "likability" rating turned dramatically negative after "significantly negative headlines, drug abuse and other issues," Eric Briggs testified.
Briggs' testimony in the wrongful death trial of AEG Live is intended to counter an expert hired by Jackson lawyers who concluded the pop icon would have earned another $1.5 billion from world tours had he not died while preparing for his comeback concerts.
AEG Live placed a big bet on Jackson's ability to sell tickets when it signed him to a three-year deal for his "This Is It" tour. While the company worked hard to convince Jackson in 2009 to let them produce and promote the concerts, it paid Briggs more than $700,000 to prepare testimony for this trial questioning Jackson's star power.
In fact, AEG Live executives bragged at the time about how Jackson's first 50 London concerts sold out in record time with enough potential buyers lined up to sell out another 50 shows.
Paris Jackson's deposition
Doctor: Jackson had no REM sleep
Compare Michael Jackson in 2001 to 2009
Katherine Jackson: Michael's mother, 82, was deposed for nine hours over three days by AEG Live lawyers. As the guardian of her son's three children, she is a plaintiff in the wrongful death lawsuit against the company that promoted Michael Jackson's comeback concerts.
Kenny Ortega: He was chosen by Michael Jackson and AEG Live to direct and choreograph the "This Is It" shows. Ortega, who choreographed for Jackson's "Dangerous" and "HIStory" tours, testified at Dr. Conrad Murray's criminal trial that "Jackson was frail" at a rehearsal days before his death.
Dr. Conrad Murray: He was Michael Jackson's personal physician in the two months before his death, giving him nightly infusions of the surgical anesthetic that the coroner ruled led to his death. Murray, who is appealing his involuntary manslaughter conviction, has sworn that he would invoke his Fifth Amendment protection from self-incrimination and refused to testify in the civil trial. There is a chance that Murray will be brought into court from jail to testify outside the presence of the jury to allow the judge to determine if he would be ordered to testify.
Joe Jackson: Michael's father, 84, is on the witness list for the trial and may testify. The Jackson family patriarch, who lives in Las Vegas separately from his wife, has suffered several ministrokes in the last year, which some close to him say have affected him.
Prince Jackson: Michael's oldest son is considered a key witness in the Jacksons' case against AEG Live, since he is expected to testify about what his father told him about the concert promoter in the last days of his life. Prince, who turned 16 in February, is becoming more independent -- he now has a driver's license and jobs.
Paris Jackson: Michael's daughter, who turned 15 on April 3, is on the list of witnesses and was questioned by AEG Live lawyers for several hours on March 21 about her father's death. Paris is an outspoken teen who often posts messages to her 1 million-plus Twitter followers.
Blanket Jackson: Although AEG Live asked the judge to order Blanket, 11, to sit for a deposition, and he is one of the four plaintiffs suing them, Michael's youngest son will not be a witness in the trial. His doctor submitted a note to the court saying it would be "medically detrimental" to the child.
Randy Phillips: He's president of AEG Live, the concert promoter that contracted with Michael Jackson for his "This Is It" comeback shows set to start in London in July 2009. The Jackson lawsuit says Phillips supervised Dr. Conrad Murray's treatment of Jackson in the weeks before his death, making the company liable for damages. E-mails between Phillips and other executives showed they were worried about Jackson's missed rehearsals and sought Murray's help getting him ready.
Kevin Boyle: The Los Angeles personal injury lawyer is leading the Jackson team of at least six attorneys in the wrongful death suit against AEG Live. One of his notable cases was a large settlement with Boeing on behalf of two soldiers injured when their helicopter malfunctioned and crashed in Iraq.
Perry Sanders, Jr.: Katherine Jackson's personal lawyer is helping steer the Jackson matriarch through her relations with her son's estate, probate court and the wrongful death suit. He is also known for representing the family of Biggie Smalls in their suit against the city of Los Angeles over the rapper's death investigation.
Marvin Putnam: He's the lead lawyer for AEG Live, defending against the wrongful death suit. The primary focus of his legal practice is "media in defense of their First Amendment rights," according to his official biography.
Philip Anschutz: The billionaire owner of AEG, parent company of AEG Live, is on the Jacksons' witness list. He is the force behind the effort to build a football stadium in downtown Los Angeles to lure a National Football League team to the city. He recently pulled his company off the market after trying to sell it for $8 billion.
Tim Leiweke: He was recently fired as AEG's president as Philip Anschutz announced he was taking a more active role in the company. The Jackson lawyers say Leiweke's e-mail exchanges with executives under him concerning Michael Jackson's health are important evidence in their case.
Paul Gongaware: The AEG Live co-CEO worked closely with Michael Jackson as he prepared for his comeback concerts. He testified at Dr. Conrad Murray's criminal trial that he contacted the physician and negotiated his hiring at the request of Jackson. AEG lawyers say it was Jackson who chose, hired and supervised Murray. Gongaware knew Jackson well, having been tour manager for the singer in previous years.
John Branca: He's one of two executors of Michael Jackson's estate. Branca was Jackson's lawyer until about seven years before his death. He said Jackson rehired him just weeks before he died.
Who's who in Jackson trial
If a jury decides that AEG Live is liable for Jackson's death, his lost earnings potential would factor into their determination of damages to be paid by the concert promoter.
Michael Jackson's drug use explored in trial
Michael Jackson's mother and three children are suing AEG Live, contending it negligently hired, retained or supervised the doctor convicted of involuntary manslaughter in his death.
AEG Live lawyers argue that Jackson, not their executives, chose and controlled Dr. Conrad Murray and that they had no way of knowing about the dangerous treatments he was giving Jackson in the privacy of his bedroom.
They contend the singer was so deceptive and secretive about his medical treatments and drug use that even his family did not know. To help make their case, they'll play video of Jackson's youngest brother Randy being questioned about it. His testimony is expected to be shown to jurors after Brigg's testimony is concluded Wednesday.
Jackson's oldest sister Rebbie and ex-wife Debbie Rowe are also lined up to testify in the coming days. AEG Live is compelling their testimony, hoping to get revelations about Jackson's drug use.
Tuesday marks the 59th day of testimony in the trial, which the judge said could take another six weeks in a Los Angeles courtroom.
MJ's Q score
Briggs testified that he studied "Q score" data for Jackson, the trend of his album sales and his stability to conclude that Jackson had a low chance of earning money from endorsements and sponsorships.
An entertainment industry analyst hired by Jackson lawyers testified he was "reasonably certain" Jackson would have earned $300 million from endorsements and sponsorships.
Briggs disputed the estimate, saying that while Jackson was "a great performer" companies decide which celebrities to align their products with based on "likability" as measured by "Q scores."
Jackson's "Q score" in 1993 was in line with the average male musical performer, with about one person of every two surveyed saying they liked him, Briggs said. That was the year Jackson announced he had a problem with painkillers, and he entered rehab.
His score became dramatically negative over the next decade, Briggs said. By 2006, a year after he was acquitted in a child molestation trial, more than seven people said they disliked Jackson for every one who said they liked him, Briggs testified.
Companies would be "very anxious" about putting someone with such negative "likability" next to their products, he said.
Jackson lawyer Brian Panish will have a chance to question Briggs about his conclusions Tuesday.
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