Founder & Chief Executive Officer
Lawrence Mestel, Founder & Co-Chief Executive Officer of Primary Wave Music, has been working in the music and entertainment industry for over 20 years. In 2006, Mestel took his extensive experience working at multiple record labels and founded Primary Wave Music, one of the largest independent music publishing, marketing and talent management companies in the United States. Primary Wave has controlled over 10,000 songs from the catalogs of legendary artists such as Kurt Cobain, Steven Tyler, John Lennon, Def Leppard, Hall and Oates, Chicago, Maurice White, Steve Earle, Graham Parker, Holy Knight, Steven Curtis Chapman, Lamont Dozier, Blue October, The Airborne Toxic Event, Anberlin, Shwayze, New Boyz, Taddy Porter and many others. Originally founded on music publishing, Mestel has strategically and successfully built the company into a full service music and entertainment powerhouse offering in-house branding, digital marketing, publicity, TV & Film development and a talent management company and manages artists including CeeLo Green Cypress Hill, Melissa Etheridge, Eric Benet, Tank, Ginuwine, Trevor Jackson, and more.
Recently, Larry Mestel landed on Billboard Magazine’s 2012 “Urban Power List”, being recognized for his leadership in the music industry and has also been featured in top press outlets such as New York Times, The Hollywood Reporter, Fast Company, New York Post, Forbes, Billboard Magazine, and HITS Magazine.
Prior to founding Primary Wave Music, Larry Mestel was Chief Operating Officer and General Manager of Virgin Records, where he was responsible for all marketing, sales and business-related aspects of the company. During his tenure, he worked with iconic artists including The Rolling Stones, Janet Jackson, Jermaine Dupri and Lenny Kravitz. From 2000 – 2004, Mestel was Executive Vice President and General Manager at Arista Records, managing sales, international and strategic marketing, A&R and marketing administration, finance and business affairs. While at Arista, he developed artists such as Avril Lavigne, Outkast, Usher, Pink, Carlos Santana, Dido among many others. Mestel also held the position of Chief Operating Officer for Island Entertainment Group, which included Island Records, Island Music Publishing and Island Pictures.
President, Primary Wave Music Publishing
Justin Shukat is a founding partner and President at Primary Wave Music Publishing. He is responsible for new writer signings, content acquisitions and works closely with the current writer roster to facilitate recordings within the industry. Additionally he oversees all areas of Primary Wave’s synch exploitation and is General Manager of the Primary Wave stable of companies, working with all our partner companies to insure that all our businesses are focussed and delivering. His music career began at The Montreux Jazz Festival and was followed by various positions at Walter Yetnikoff’s Velvel Records. Justin then moved on to senior marketing positions at both Arista and Epic Records. Justin recently landed on Billboard Magazine’s “40 under 40” list.
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.
Partner/SVP Creative, Head of Sync
Marty is Head of the Sync licensing department at Primary Wave. He oversees sync for all Primary Wave’s music publishing catalogs and management clients, as well as focusing on identifying and developing new talent. Marty has served as A&R in creating cover recordings of classic Primary Wave songs, with an emphasis on procuring creative sync placements.
Prior to joining Primary Wave, Marty was head of creative licensing at independent publisher North Star Media. During that time, he partnered with ad agency Leo Burnett in Chicago to establish the innovative “Artist In Residence” program, which continues to break new ground, matching brands and new artists.
He is passionate about melody in songwriting, and finding that next great song.
President, Digital Marketing & Strategy
Rob began his career in marketing and rose to General Manager at Ruffhouse Records, a pioneering record label with Sony Music which has sold over 100 million albums worldwide with artists Lauryn Hill, The Fugees, Cypress Hill, Wyclef Jean, Kris Kross and others. In 2003, Rob served at Warner Music Groups distribution arm, W.E.A. Corp. developing retail and account based marketing initiatives for WMG artists including T.I., Linkin Park, Metallica, Missy Elliot, Sean Paul and others. In 2005 Rob became Head of Marketing & General Manager of Trustkill Records, an independent industry-leading entertainment and lifestyle company partnered with Sony and Universal Publishing. Trustkill established many key bands in the metal and hardcore rock scene including Bullet For My Valentine, Eighteen Visions, Poison The Well amongst others. Under the Trustkill brand, Rob was actively involved in digital marketing services, developing website properties, merchandising, music publishing, recorded music, artist management, mobile technology, as well as overseeing all company marketing initiatives. In 2005, Dippold developed and co-launched “MobileThreat” the first ever mobile content destination platform dedicated to the metal & punk music genres as well as other lifestyle branded websites. Rob has also managed acts including the pioneering alternative rock act Mushroomhead, COLD, Nothing, Dice Raw (The Roots), The Drama Club and many others.
President, Brand Marketing
Jeff Straughn has over twenty years of core marketing experience that includes working for global advertising firms, such as Saatchi & Saatchi and Interpublic Group’s Bozell, and ten years within sports marketing at global powerhouse Octagon. Jeff worked for Jay-Z and Mr. Antonio “LA” Reid while building a new strategic marketing department for Universal Music Group at Island Def Jam Recordings, and he has become a leader and trendsetter in how brands and artists work together. Now at Brand Synergy Group, with relationships that are direct and limitless, Jeff’s experience in brand development for Rihanna, Justin Bieber, Fall Out Boy and many others is now used to help corporate America leverage key assets to market their own brands.
Partner and Director of Copyrights & Royalties
Matt Jones is responsible for all copyright and royalty functions for Primary Wave. Most recently he worked at Palm Entertainment Properties as Royalties Manager, where he oversaw the implementation of rights management and royalty systems for both its music and film divisions. He has extensive knowledge in copyright matters, including mechanical and synchronization licensing, catalog valuations and copyright terminations. Mr. Jones previously worked as Finance Director of Ultra Records, the country’s leading independent electronic music label.
Sr. Director, Creative
She has a proven track record for delivering high profile media placements, solid creative instincts for pitching, and negotiating deals, as well as shepherding though the licensing for Synch and Brand opportunities. Previously she was the Head of Synch at CRUSH Music, providing creative services and strategic marketing and licensing for artists like Sia, Lorde, Green Day, Panic! At The Disco, Fall Out Boy, MAX, Train, Weezer, etc. Driving major revenue for these artists and their associated labels and publishers, as well as providing career expanding opportunities. Prior to that, Patricia music supervised Films and ran the Synch Division of Razor & Tie. She created the Soundtrack and licensing Division at TVT Records where she worked with artists such as NIN, Pit Bull, Lil Jon, Sevendust, KMFDM etc.
Patricia has produced over 150 soundtrack albums such as Snatch, Traffic, Mortal Kombat, Scream, Big Night Buffy the Vampire Slayer, etc.
She has always credited her success to the incredible artists she works with, which always comes first for her. She feels it is an honor to fulfill their visions and goals in the synch world and strives to take off the myopic glasses of old school thinking, and improve the business of deal making while keeping a watchful eye over savvy business practices.
Her strengths lie in her long standing relationships with a wide community of supervisors across the board for all synch sectors (Film, TV, Ad, Trailer, Promos and Video Games). She has a keen sense of what works for supervisors and finding the synergy between those communities and the roster she represents.
Janice Brock is a veteran executive of both the UK and US music industry. Until taking up her current role with Primary Wave, she was most recently Head of A+R for Sony/ATV Music Publishing UK and Head of Producer Management there, having been with Sony/ATV for 9 years in total, and originally based in New York, relocating to the UK in 2008. Artists and writers she signed include: Producers Fraser T Smith, Eg White, Naughty Boy and his artists including Sam Smith and Emeli Sande. Also artists Mikky Ekko (feat on “Stay” with Rihanna), James Arthur, Kasabian and Arrow Benjamin (feat on “Freedom” on Beyonce’s Lemonade).
Prior to Sony/ATV, Brock was Vice President, Office of the Chairman, at EMI Music Publishing in New York, at their global head office, and also previously worked for publishers and labels SBK Records/Entertainment and Warner/Chappell Music.
She was inducted into the UK Music Week’s Women in Music Roll of Honour in 2015, and also serves on UK Music’s Taskforce for Racial and Gender Equality.
Janice is both a UK and US a citizen, and currently resides in England.
Sr. Director, Creative
After moving Los Angeles from Seattle at 19 yrs old, Sarah stumbled upon an ad and started working for Rose Mann-Cherney at Record Plant Recording Studios back in 2007. Sarah gained studio & industry knowledge by interacting with the incredible talents coming through the door such as Will I Am, Pharrell Williams, Jennifer Lopez, Elton John, Ron Fair, Lady Gaga, Kanye West, amongst others.
In 2011 Sarah became Project Coordinator for leading vocal producer Kuk Harrell. Kuk, green-lighted Sarah’s crash course in the music business and through him began dealing with clients including Barry Weiss, Scooter Braun, Benny Medina, Jay Brown, Karen Kwak, LA Reid etc. Sarah did everything from coordinating sessions, hiring musicians to turning in final mixes and merited her first A&R coordination credit for Justin Bieber’s album Believe. This is also where Sarah found her deepest connection with many of the most talented of artist including Justin Bieber, Rihanna, Mary J Blige, Jennifer Lopez as well as learned the structure and effort that goes into a hit song.
In 2013, Sarah become a manager at Advanced Alternative Media. While at AAM, Sarah worked on many artist projects with the top songwriters & producers such as Mozella, Julia Michaels, Lindy Robbins, Noel Zancanella, Sarah Hudson, Trey Campbell, Jonas Karlsson etc. and liaised with all labels and publishers such as Universal, Sony, Polydor, Warner, Big Deal, Interscope and so on.
Sarah joined the Primary Wave family in 2017.
Manager of Creative/Sync
Andrew is a manager of creative at Primary Wave Music Publishing with a focus on sync and licensing. He graduated from Northeastern University in Boston with a degree in Economics. After a brief stint as a ski instructor in Breckenridge, CO he moved to LA to pursue a career in the music industry. He got his start as an intern for music supervisor Julia Michels, co-founder of Format Entertainment (Pitch Perfect, Guardians of the Galaxy, Straight Outta Compton, among others) and Kobalt Music Publishing. Andrew then joined Primary Wave, supporting Marty Silverstone and the licensing department in New York and LA. Andrew’s role quickly evolved into a manager where he focuses on procuring licensing opportunities across all media, works with the existing roster of songwriters and producers to write for sync, and scouts for new talent.
A&R & Manager, Creative
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.
Management Consultant in Music Publishing & Marketing
Peter is the Management Consultant at Primary Wave. Originally from Canada, Peter moved to the U.S. to pursue a career in the entertainment industry. He graduated from Berklee College of Music in Boston with a dual Major in Songwriting & Contemporary Writing and Production, then relocated to Los Angeles. Peter interned at Miles High Productions, an online and social marketing company with clientele such as Heart and Coldplay, where he worked closely with CEO/Founder Chip Schutzman. Soon after, he joined the Primary Wave team where he focuses on cultivating placements in TV, film, advertising and other media for Primary Wave’s roster of publishing and music management clients.
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.