Adam brings 17 years of music industry experience to Primary Wave. He is responsible for all marketing related activities within the organization. Most recently, Mr. Lowenberg was Sr. VP of Marketing for Island Def Jam. He also served as Sr. VP of Marketing at Virgin Records and VP of Marketing at Arista Records. Adam’s career has been punctuated by the multi-platinum success of such global superstars as Avril Lavigne, Dido, Sarah McLachlan, Pink, Rihanna and Bon Jovi.
SVP of Marketing
As VP of Artist Development, Seth works across multiple sectors within Primary Wave. Seth is the co-founder of Primary Wave’s Electronic Dance Music Division; in this capacity he co-manages a roster of artists, DJs, and producers include Audien, Deborah Cox, Baggi Begovic, & Jenaux. For Primary Wave Music Publishing, Seth is responsible for creating unique regenerative marketing opportunities for several of Primary Wave’s iconic & developing catalogues. Seth is also tasked with growing Primary Wave Music Publishing’s roster. Among Seth’s recent writer signings are Foy Vance & Will Anderson. Prior to joining Primary Wave, Seth was Manager of Artist Development at the Island Def Jam Music Group, where he oversaw the promotional and commercial touring activity for a roster of platinum and developing acts including Bon Jovi, Sum 41, The Rocket Summer, and Jon McLaughlin. Previously, Seth worked at the RCA Music Group, where he coordinated both A&R and Marketing initiatives for a number of successful artists including Maroon 5, Flyleaf, and Gavin DeGraw. In 2009, Seth was named to Billboard Magazine’s “30 Under 30” list of industry power players. He is currently an Adjunct Professor of Music Marketing at NYU’s Clive Davis Institute of Recorded Music.
VP of Marketing
VP, New Business Development
Nikki brings two decades of experience in music strategy, partnership marketing and product management to Primary Wave. Her previous roles included marketing positions at Lava/Atlantic Records and Virgin Records/Capitol Music Group, where she spearheaded marketing campaigns for George Carlin, KT Tunstall, Korn, Sick Puppies and Meat Loaf, amongst others. Recognizing the need for proper music strategy in branded entertainment, Hirsch segued into advertising, overseeing music strategy and engagement for Jay-Z’s multicultural agency, Translation. There she developed impactful campaigns for the agency’s client roster: Target, McDonald’s, State Farm, Wrigley, Samsung, and Lady Gaga. Following Translation, Nikki served as SVP of music strategy, artist relations and programming for ZUUS, a start-up streaming music video platform. Most recently, she founded and ran a marketing consultancy with clients that ranged from music companies to major lifestyle brands. Nikki is also a co-founder and managing partner of Brooklyn-based music venue, Friends and Lovers. She received a BS in Communication from Boston University.
Courtney Adams McGraw
Catie began her public relations career in 1998 with an internship at Epic Records. From there she went on to work with the teams at Shore Fire Media, d.baron media, Miles Copeland’s label Ark 21, O&M Company, Concord Music Group and Wind up Records. In 2014, she launched i see you publicity and joined Primary Wave in 2016. Throughout her 16 years in the industry, Catie has worked with an incredible group of artists and actors across all genres of music and entertainment. Her work was instrumental in the success of publicity campaigns for the likes of Phil Ramone, Paula Abdul, Wayne Brady, Randy Jackson, Creed, Evanescence, Bayside, Christian Scott, Enrique Iglesias, Blondie, Chick Corea, Bela Fleck, Civil Twilight, Emily Osment, Kawehi, Lee Pace, Kate Moennig, Staceyann Chin, Nona Hendryx, Luscious Jackson, and more.
Sr. V.P. of Creative / Head of Sync
Marty heads the licensing team at Primary Wave, overseeing synchronization for the company’s published songwriters and its artist management clients, as well as focusing on the identification and development of new talent. Along with team members based in both Los Angeles and New York, he has driven sync activity in all media with major placements in film, TV and advertising campaigns for artists such as Hall & Oates, Kurt Cobain, Steven Tyler, Def Leppard and Chicago. Before joining Primary Wave, Marty was the head of licensing and creative affairs at independent publisher North Star Media. Marty began his music career in Canada at the Queen’s University Department of Psychology, conducting research on the psychology of popular music. He has been an instructor at his alma mater, Berklee College of Music, teaching “Current Issues in the Music Industry” and regularly speaks at music industry panels and events.
Management & Publishing Coordinator
Cara Anstey is a creative on the Publishing team, day-to-day management assistant for several Primary Wave clients, and right hand to the executive team. She attended New York University’s Gallatin School for Individualized Studies where she concentrated in The Political Implications of Music and Their Effect on the American Psyche. During her tenure at the university, Cara held internships at Spirit Music Group, HUM Music & Sound Design, Nettwerk Music Group, and Primary Wave Entertainment. In addition to her work at Primary Wave, Cara has produced music videos as well as music & arts festivals in the New York.
Manager of Creative/Sync
Sync & Marketing Coordinator
Nicholas is a coordinator for the creative team at Primary Wave with a focuses on the placement and licensing of music for film, TV, and advertising as well as finding lucrative marketing opportunities for the companies client roster. Originally from Oregon, Nicholas graduated Magna Cum Laude from Berklee College of Music with a bachelors degree in Music Production & Engineering. He has a background in studio work and has interned in various recording studios and post-production houses across the country. After college, he moved to New York to pursue a career in the music industry and soon after, began interning and eventually working full-time at Primary Wave.