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.
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.
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.
Manager, Creative Marketing
Sam started off at Brooklyn’s Daptone Records (Charles Bradley, Sharon Jones & the Dap-Kings), helped manage Brooklyn’s Truth & Soul Records (Lee Fields, El Michels Affair), rose to run Finance & Operations for Brooklyn’s Fool’s Gold Records. Most recently managed Strategic and Brand Partnerships for Brooklyn Bowl and various venues/festivals. Sam brings a wide variety of experiences, skills, and tastes to the team. Sam also swears he has left the borough of Brooklyn once or twice.