I don't think you need to do dead lifts to become a successful bodybuilder. I think Levrone claimed never to do them.
But, whether you are a bodybuilder or not, one of the reasons one should do weight lifting is to improve functional ability. Dead lifts are probably the most real life exercise you can do. Picking things up off the ground is something you do regularly. Might as well improve your ability to do that.
I personally don't like dead lifts and I believe you can develop you legs, hams and lower back with other, easier, lifts. But I've been doing them regularly for decades.