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.
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.
Marketing Project Manager
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.