Pop culture items from celebrities are increasingly popular at auctions. An American auction house first began exclusively selling pop culture memorabilia in 2003. Items like Marilyn Monroe's dress have sold for millions. The owner of the auction house says that collectors now find items like John Lennon's guitar cooler to display than paintings by artists like Picasso. Celebrities are also now willing to auction belongings while still alive after seeing the high prices their items can sell for. The auction house recently sold costumes from a K-pop band's music video for over $160,000, far more than estimated.