In 2026, Primary Wave celebrated two decades of music rights leadership, cultural impact, and brand innovation. The year marked the company’s 20th Anniversary, highlighted by milestone acquisitions, major catalog expansions, high-profile activations, and a star-studded Pre-Grammy celebration. Primary Wave continued to strengthen its global footprint, opening a new New York office while maintaining a strong commitment to estate partnerships, marketing, and content development across multiple platforms.

20th Anniversary Pre-Grammy Event

On January 31, 2026, Primary Wave hosted its 20th Anniversary Pre-Grammy Event at the Waldorf Astoria Beverly Hills, with VENU serving as presenting sponsor. The evening featured live performances by: John Mellencamp, Pete Townshend, Joe Elliott & Phil Collen (Def Leppard), Leo Sayer and Trombone Shorty.

DJ sets were performed by CeeLo Green and Grandmaster Flash, with additional guests from Faith Evans, Danny Elfman, Mark Mothersbaugh, and other prominent artists and executives. Sponsors for the evening included: VENU, ASCAP, Borghetti, Fernet-Branca, FIJI Water, Justin Wines, and Morgan Stanley Global Sports & Entertainment.

Catalog & Estate Acquisitions

Throughout 2026, the company continues aggressive catalog growth, completing partnerships and acquisitions with acclaimed songwriters and artists including Britney Spears, Foreigner, Eartha Kitt, Gilberto Gil, Harry Chapin, Kool and the Gang, Multi Music, Alan Wilder (Depeche Mode), and Robert Palmer.

On March 23, it was announced that Primary Wave Music to acquire Kobalt (one of the world’s premier independent music publishing and technology platforms). The transaction includes an investment from Brookfield, a strategic partner to Primary Wave. This deal creates a scaled, independent alternative to traditional publishing models, highlighting Kobalt’s best-in-class royalty platform, amra’s global digital collection vehicle, and Primary Wave’s proven ability to grow the value of legendary music IP through creative marketing and other initiatives. The transaction remains subject to customary regulatory approvals.

Primary Wave has made strategic investments in two companies: RUN, a music financing platform that positions itself as “a data-driven investment company supporting the creator generation,” and POPS Music, a leading Vietnam-based music company that claims to be home to the largest catalog of Vietnamese and Indonesian music. As part of the POPS Music deal, Primary Wave will invest capital and provide additional resources to support further Southeast Asian catalog acquisitions, accelerating IP growth across the region.

Company growth:

Primary Wave opens a new New York City office at 1165 Broadway, further expanding the company’s presence and growth in the East Coast market.

Marketing, Branding & Content Development Highlights

• Music from Prince (Purple Rain, When Doves Cry), Fleetwood Mac (Landslide), and Moby (When It’s Cold I’d Like to Die) was featured in the highly anticipated season finale of Stranger Things.
• Rock & Roll Hall of Fame Nominees campaign for Luther Vandross, INXS, and Melissa Etheridge
• City of Hope® announced that Larry Mestel, Founder and CEO of Primary Wave Music, will receive the 2026 Spirit of Life® Award for the Music, Film and Entertainment Industry. He will be honored at a gala on October 27, 2026, at the Pacific Design Center in Los Angeles.

In 2025, Primary Wave further expanded its legacy catalog footprint while executing high-profile estate partnerships and cultural activations. Despite unprecedented challenges, including the Southern California wildfires impacting Grammy Week, the company demonstrated leadership in philanthropy, investor relations, and brand storytelling. Strategic acquisitions, estate management, and innovative marketing reinforced Primary Wave’s status as a global leader in music rights, legacy preservation, and multi-platform content development.

Catalog & Estate Acquisitions

Primary Wave continued its aggressive catalog expansion, acquiring stakes and partnerships with: Axl Rose (Guns ‘n’ Roses), Chuck Mangione, Deep Purple, Itzhak Perlman, Jill Scott, Slade, Jimmy Webb, Queen (acquired John Reid’s share of royalties), Pat Metheny, Lucinda Williams, Peter Green (of Fleetwood Mac), Pattie LaBelle, The Cars, Dave Brubeck, Thin Lizzy.

The company also expanded estate partnerships with The Notorious B.I.G. estate, encompassing publishing, master recordings, film and television rights, name and likeness, brand management, and archival materials.

Additional estate partnerships and acquisitions included influential artists such as Lou Adler and the Rocky Horror Picture Show catalog.

Investor Relations & Events

The planned 2025 Pre-Grammy event on February 1 was canceled due to Southern California wildfires. Primary Wave redirected its efforts and resources to wildfire relief funds, demonstrating a commitment to community support and social responsibility.

During Grammy Week, Primary Wave hosted an exclusive partner dinner at the Waldorf Astoria Beverly Hills, featuring live performances by Neil Sedaka, Melissa Etheridge, Eric Benet, Paul Anka, and CeeLo Green.

Marketing, Branding & Content Development Highlights

• Alice Cooper x WhistlePig collaboration for Dry January.
• Olivia Newton-John x Weight Watchers campaign: Livin’ Physical.
• Induction of Bad Company and Outkast into the Rock & Roll Hall of Fame.
• The Voice of Whitney: A Symphonic Celebration sold out at Town Hall- Luther Vandross’s album recognized by the Grammy Hall of Fame.
• James Brown charts a new song on Billboard for the first time since 1993 with 310babii collaboration, “Bad.”
• Jim Peterik awarded Spotify 1 Billion Streams plaque for “Eye of the Tiger.”
• Release of SLY LIVES! documentary examining the life and legacy of Sly & The Family Stone.
• Bob Marley Hope Road immersive experience set to open Summer 2025 at Mandalay Bay to premiere DEVO documentary in Summer 2025.
• The Brooklyn Nets celebrated The Notorious B.I.G. Night on November 11, 2025, at Barclays Center, debuting their 2025-26 City Edition “Brooklyn Camo” uniforms. The event included a halftime performance by Lil’ Kim, a custom Biggie-themed court, and exclusive bobblehead giveaways to honor the rapper’s legacy.
• Kings Hawaiian x Bing Crosby duet release of “Mela Kaleki Maka.”
• Release of Lainey Wilson x Bing Crosby duet.
• Bing Crosby’s Ultimate Christmas hits #1 on Billboard’s Top Streaming Albums Chart.

In 2024, Primary Wave solidified its leadership as a global music rights and brand powerhouse. The company expanded its publishing and master rights portfolio, deepened estate partnerships, and launched a series of landmark cultural and consumer activations spanning live events, immersive experiences, media, and product collaborations. From strategic catalog acquisitions to innovative global brand integrations, 2024 marked a year of both legacy preservation and forward-looking creative growth.

Catalog Partnerships & Acquisitions

Primary Wave continued its aggressive publishing and master rights expansion, securing catalogs and partnerships with: Jackson Browne, Neil Sedaka, Spin Doctors, Moby, Neil Finn, Steve Porcaro, Keith Forsey, Jon Landau (associated with Bruce Springsteen), Nuno Bettencourt and Pat Badger of Extreme and Ric Ocasek.

The company also expanded estate partnerships with Village People, encompassing publishing, master recordings, film and television rights, name and likeness, brand management, and archival materials.

In 2024, Mestel was once again featured on the Billboard Power 100, making the magazine’s “Leaderboard” which recognized the top 40 leaders across the music industry

Marketing, Branding & Content Development Highlights:

• James Brown: Say It Loud and exhibit premiering at the Apollo Theater.
• Release of James Brown’s previously unreleased anthem, “We Got To Change.”
• Partnership with the Bing Crosby Estate, Adidas, and Malbon Golf to introduce The Crosby Collection.
• Announcement of the Bob Marley Hope Road immersive experience in Las Vegas.
• Airbnb partnership with Prince celebrating the 40th anniversary of Purple Rain.
• Launch of Whitney Houston custom slot machines in Las Vegas, Atlantic City, and global markets.
• Creation of limited-edition Mattel Barbie doll honoring Stevie Nicks.
• Limited-edition Bing Crosby golf apparel line with Adidas and Malbon.
• Announcement of Melissa Etheridge: I’m Not Broken.
• Announcement of Luther Vandross: Never Too Much documentary with CNN and OWN.
• Partnership with Middletown to rename a street “Van Zandt Way” in honor of Steven Van Zandt.
• Global theatrical release of Whitney Houston – The Concert for a New South Africa.
• Holiday duet release of “White Christmas (with V of BTS)” featuring V and Bing Crosby.
• Re-release of Narragansett’s Bing Crosby “White Christmas” Edition Beer for the 2024 holiday season.

In 2023, Primary Wave accelerated its global growth strategy through major catalog acquisitions, international expansion, and large-scale content activations.

The company formed a landmark partnership with Times Music to expand into emerging markets, creating a $100+ million joint venture focused on acquisitions and label investments across India and the broader Indo-Pacific region.

Primary Wave also entered into a partnership with Brazil’s Nas Nuvens Catalog to accelerate acquisition growth and marketing initiatives in Brazil and other Latin American territories.

To support this expansion, David Loiterton joined Primary Wave as President, Indo-Pacific, strengthening the company’s leadership presence across key international territories.

Primary Wave also completed the acquisition of the legendary Robby Krieger and Ray Manzarek (The Doors), including sound recordings, publishing interests, trademarks, and merchandise rights — marking one of the most comprehensive and culturally significant transactions in the company’s history.

Primary Wave continued its aggressive acquisition strategy in 2023, completing partnerships and/or acquiring interests in catalogs including: Steven Van Zandt, Russ Ballard, Joey Tempest, John Mellencamp (master recording rights acquisition), an interest in Black Sabbath, Kool & the Gang, Derek Dick (Marillion), Passion Pit, Isaac Hayes, Dennis DeYoung and Eddie Rabbitt.

Further expanding its U.S. footprint, Primary Wave opened a new Los Angeles office located at 2690 N. Beachwood Drive, reinforcing its commitment to West Coast creative and industry partnerships.

Whitney Houston 60 – Grammy Week Residency

In February 2023, Primary Wave co-presented a multi-day “Whitney Houston 60” Grammy Week residency at the W Hollywood in partnership with Sony.

Often referred to as the “Whitney Houston Hotel,” the immersive residency ran throughout Grammy Week and celebrated what would have been Whitney Houston’s 60th birthday. Sponsors included MAC Cosmetics, ProFlowers, and City National Bank.

The activation featured:

• Sony’s 360 Reality Audio immersive listening lounge highlighting Houston’s recordings.
• A curated memorabilia exhibit showcasing iconic photographs, stage costumes, and career artifacts.
• A pop-up retail boutique offering exclusive Whitney Houston branded merchandise.
• Artist showcases and live performances from contemporary performers honoring her music.

The residency became one of the most talked-about destinations of Grammy Week, blending immersive technology, legacy storytelling, and brand partnership at scale.

Marketing, Branding & Content Development Highlights

Primary Wave continued to drive innovative brand partnerships and content extensions, including:

• Whitney Houston x Sony 360 Reality Audio global partnership activation.
• Melissa Etheridge’s My Window limited Broadway engagement.
• Boyz II Men x Chili’s national partnership, including an in-ad performance and release of their cover of “Baby Back Ribs.”
• Launch of the Bing Crosby “White Christmas” beer collaboration with Narragansett Beer for the 2023 holiday season and beyond.
• Expansion of Sun Diner to two locations in Nashville and Gatlinburg, Tennessee.
• Luther Vandross x Waterford Crystal limited-edition collection launch.

In 2022, Primary Wave entered a new era of global scale and long-term capital growth through a landmark strategic minority investment from Brookfield Asset Management of approximately $2 billion. The transaction created a long-term music rights capital vehicle and included a minority stake in Primary Wave, significantly expanding the company’s acquisition capacity and global reach.

As part of the transaction, Creative Artists Agency (CAA) joined as a strategic partner and minority investor, bringing its film, television, theatrical, and branding divisions into alignment with Primary Wave’s catalog marketing and content initiatives — further strengthening the company’s ability to activate copyrights across entertainment platforms worldwide.

That same year, the Whitney Houston biopic, I Wanna Dance with Somebody — produced by TriStar Pictures and co-executive produced by Primary Wave — was released theatrically on a global scale, introducing her story and music to a new generation of audiences.

Primary Wave continued its aggressive catalog growth strategy in 2022, completing partnerships and acquisitions with an exceptional group of artists and songwriters including Paul Rodgers and Simon Kirke of Bad Company and Free, Joey Ramone, Regent Music and Jewel Music, Even Stevens, Julian Casablancas of The Strokes, Tom Whitlock, Shannon Rubicam and George Merrill, Huey Lewis, Henry Mancini, Layne Staley and Mike Starr of Alice in Chains, Brian Wilson, Martina McBride, and an interest in the Traveling Wilburys catalog featuring Bob Dylan and fellow legendary collaborators.

In a notable pop culture moment, Primary Wave was referenced as part of a “Musicians Selling Music” clue on Jeopardy! on May 31, 2022 — a reflection of the growing mainstream awareness of music rights transactions.

Marketing & Branding Highlights:

Primary Wave continued to drive cultural and commercial relevance through innovative partnerships and media integrations, including:

• Launch of the Whitney Houston x Scent Beauty fragrance partnership.
• MAC Cosmetics limited-edition Whitney Houston collections.
• Peloton branded ride and festival integration for Thievery Corporation.
• KT Tunstall’s New Year’s Eve performance in Times Square, televised live.
• Valentine’s Day “Love Letters” EP collaboration between Air Supply and Edible Arrangements.
• Celebrated Sun Records 70th Anniversary with event at Gibson Guitars on October 26, 2022 with special guests including Jerry Philips, Paul Rodgers, Ian Hunter, Chris Isaak, amongst others.
• Ray Charles’ “What’d I Say” featured in Nissan’s 2022 Super Bowl commercial.
• Bing Crosby’s “Winter Wonderland” activation launched within Decentraland, expanding into Web3 and virtual engagement.

Collectively, 2022 marked a defining year of expansion for Primary Wave — pairing large-scale institutional investment with global content releases, premier catalog acquisitions, and innovative brand activations across traditional and emerging platforms.

In 2021, Primary Wave executed one of the most culturally significant acquisitions in its history with the purchase of Sun Records — the legendary label known as “Where Rock ’n’ Roll Began.” The acquisition included master recordings and publishing associated with pioneers such as Johnny Cash, Jerry Lee Lewis, Carl Perkins, Roy Orbison, Merle Haggard and many more — cementing Primary Wave’s stewardship of foundational American music heritage.

Strategically, Primary Wave formed its Content Development Division, signaling a focused expansion into film, television, and long-form storytelling designed to activate its growing portfolio across multimedia platforms.

Throughout 2021, the company continued aggressive catalog growth, completing partnerships and acquisitions with acclaimed songwriters and artists including Steve Kipner, Dan Wilson, Jon Lind, Wilson Phillips, Chris Isaak, The Waterboys, Jeff Porcaro, André 3000 of Outkast, Boyz II Men, Sturken & Rogers (Rihanna), Mark Morrison, and Patrick Leonard — broadening the company’s cross-genre, multi-generational catalog footprint.

Primary Wave also expanded its estate partnership strategy with landmark agreements involving Prince, Bing Crosby, Luther Vandross, Teddy Pendergrass, and James Brown, encompassing publishing, master recordings, film and television rights, name, likeness, brand rights, and archival materials — reinforcing Primary Wave’s leadership in full-spectrum legacy management.

In recognition of his continued impact on the industry, Larry Mestel was named to the Variety 500 list. He was also featured across leading global media outlets including The New York Times, Los Angeles Times, The Wall Street Journal, The Hollywood Reporter, Entrepreneur, Fast Company, New York Post, Forbes, Billboard, and HITS Magazine.

Marketing & Branding Highlights:

Primary Wave continued to unlock commercial and cultural value through innovative brand partnerships and award-winning campaigns, including:

• Clio Bronze Award for the Burt Bacharach / American Red Cross campaign “What the World Needs Now.”
• Clio Music Honorable Mention for the Marley 75 Grammy Week activation.
• Securing a partnership between Boy George and Waze.
• Brand alignment deal between Alice Cooper and Cooper Tire & Rubber Company.
• Launch of the official Styx “Renegade” beer in partnership with Voodoo Brewery and Styx.
• Placement of Smokey Robinson’s “Cruisin” in an Allstate national commercial.
• Launch of the Alice Cooper “Poison” hot sauce-infused burger at Rock & Brews.
• Brand integrations with Benjamin Moore and Chime in the Whitney Houston x Clean Bandit “How Will I Know” music video.
• In celebration of the 40th anniversary of Olivia Newton-John’s “Physical,” partnerships with Crunch Fitness and ThirdLove in support of the Olivia Newton-John Foundation — setting a Guinness World Records title for the most people performing lateral leg lifts simultaneously.
• Secured a global partnership between MAC Cosmetics and Whitney Houston.

In 2020, Primary Wave continued its aggressive growth strategy while expanding into new media and brand verticals. The company was named Indie Publisher of the Year by the Association of Independent Music Publishers (AIMP – Los Angeles Chapter), recognizing its leadership and innovation within the independent publishing sector.

That same year, Primary Wave announced an investment in Lava Media Group, signaling a strategic expansion into podcasts and emerging audio platforms. The company further deepened its presence in the podcast space by taking an equity interest in Audio Up, reinforcing its commitment to original content creation and next-generation media distribution.

Throughout 2020, Primary Wave completed an extraordinary series of partnerships and catalog acquisitions, including deals with Ray Charles, Godsmack, Jim Brickman, Nicky Chinn, Donny Hathaway, Burt Bacharach, War, Air Supply, Justin Hayward, Olivia Newton-John, Stevie Nicks, Devo, Disturbed, Leo Sayer, Bell Biv DeVoe (management), Allee Willis and Frankie Valli & The Four Seasons — further diversifying the company’s portfolio across genres and generations.

In January, Primary Wave transformed 1 Hotel West Hollywood into the “One Love Hotel” for its annual Pre-Grammy celebration, honoring Bob Marley’s 75th birthday with three days of performances, panel discussions, a Power Lunch, and an industry-wide celebration — one of the final major live music gatherings before global shutdowns.

In recognition of his leadership, Larry Mestel was named to Billboard’s prestigious “Power List” in 2020 (and again in 2022 & 2023), underscoring his continued influence in shaping the modern music business landscape.

Marketing & Branding Highlights:

Primary Wave continued to unlock new cultural relevance for its catalog through strategic brand activations and cross-platform campaigns, including:

• Announcement of the Whitney Houston biopic I Wanna Dance with Somebody, with Primary Wave as producer.
• Launch of the SiriusXM Bob Marley branded channel on SiriusXM.
• Induction of Whitney Houston into the Rock and Roll Hall of Fame.
• Launch of the Smokey Robinson x Shinola product collaboration.
• Launch of the Oakley “Bob Marley One Love” sunglasses campaign.
• The American Red Cross multi-media campaign features Burt Bacharach’s iconic “What the World Needs Now (Is Love),” with a newly recorded version performed by Smokey Robinson, Tori Kelly, Sam Fischer, and Leona Lewis.
• Multiple GMA Dove Award nominations for Gaither Music Group.
• Launch of “Hotbox,” a cannabis-culture party game created by Cypress Hill and Fitz Games.
• Creation and launch of an Alice Cooper lyric-inspired hot sauce brand with Alice Cooper.

Despite global disruption, 2020 reflected Primary Wave’s ability to expand strategically, diversify into new media, activate culturally resonant campaigns, and continue building one of the most dynamic portfolios in the music industry.

In 2018, Primary Wave surpassed the $1 billion mark in assets and cash under management with the formation of Primary Wave Music IP Music Fund 2, LP. This milestone signaled a new phase of institutional growth and reinforced the company’s position as a leading independent music publishing company in the world.

That same year, Primary Wave acquired an 80% interest in Chris Blackwell’s Blue Mountain Music, adding the legendary Bob Marley catalog and associated works to its portfolio. The acquisition marked one of the most culturally significant reggae publishing deals in recent history.

Between 2018 and 2019, the company completed a series of high-profile catalog acquisitions and partnerships, including: Count Basie, Tom Hamilton (Aerosmith), Pete Waterman, David Rose, Kenny Loggins, Counting Crows, Paul Anka, Boston, Tommy Shaw, Sly & The Family Stone, Culture Club.

Primary Wave also established landmark estate partnerships with Whitney Houston and Prince, encompassing publishing, master recordings, name, image, likeness, and life rights — further solidifying the company’s leadership in legacy artist stewardship and long-term brand management.

With the acquisition of Gaither Music Group, Primary Wave officially launched its Master Recordings Division, expanding beyond publishing into a fully integrated music rights platform.

In 2019, Goldman Sachs honored Larry Mestel as one of the “100 Most Intriguing Entrepreneurs” at its annual Builders & Inventors Summit, recognizing his leadership and vision in building one of the world’s leading independent music companies. Also Larry was featured in Variety’s 500 Entertainment Leaders and Icons. An honor that he was also received in 2021, 2022, and 2023.

Marketing & Branding Highlights:

• Facilitated the recording and release of “Higher Love”, Whitney Houston’s collaboration with Kygo, marking her first Hot 100 entry in 10 years. The song reached #1 on two Billboard Dance charts and #2 on the U.K. Official Singles Chart.
• Featured Smokey Robinson’s music in a new Netflix Motown animated series.
• Placed Bobby Hebb’s “Sunny” in a national ad campaign for Indeed.com.
• Facilitated the recording and release of “Do You Hear What I Hear”, Whitney Houston’s collaboration with Pentatonix for the 2019 Holiday season.

Catalog Growth & Strategic Stakes

In 2017, Primary Wave continued expanding its publishing portfolio through high-profile partnerships and acquisitions, including CeeLo Green, the Glenn Gould estate, Dave Mason, Alice Cooper, Holly Knight, Tom Cochrane, and a strategic stake in Rough Trade Publishing.

These additions further diversified the company’s catalog across rock, pop, classical, and independent music sectors.

Marketing & Branding Highlights

• Created and launched Smokey Robinson’s official holiday, “Father Daughter Day,” celebrated annually on the second Sunday of October
• Four Foy Vance compositions featured on Ed Sheeran’s multi-platinum album
• Launched the annual Melissa Etheridge cruise in partnership with Norwegian Cruise Line
• Smokey Robinson’s “My Girl” featured in Amazon Alexa’s Super Bowl commercial
• Foy Vance’s “Upbeat Feelgood” placed in a national advertising campaign for Quake

Formation of Primary Wave IP Investment Management

In 2016, Primary Wave formed its asset management arm, Primary Wave IP Investment Management, securing its first institutional investment of approximately $300 million.

This marked a transformational shift — positioning the company to scale catalog acquisitions with long-term institutional backing.

Major Catalog Acquisitions Begin Scaling

With new capital in place, Primary Wave launched an aggressive acquisition campaign, adding major cultural figures to its portfolio, including Smokey Robinson, Steve Cropper, and Larry Smith (Kurtis Blow’s “The Brakes”).

Marketing & Sync Highlights

• CeeLo Green’s “Music To My Soul” featured in the trailer for Universal Pictures’ Almost Christmas
• L.P’s “Muddy Waters” placed in the season finale of Netflix’s Orange Is the New Black

In 2015, Primary Wave advanced its evolution into a fully integrated music, media, and entertainment company, marked by a strategic expansion of its physical footprint and a deeper role in film and documentary production. The year underscored the company’s growing influence in media storytelling and its ability to extend music catalog narratives into premium visual content.

Corporate Expansion & Infrastructure Growth:

Primary Wave expanded its West Coast presence to support growing media, branding, and entertainment initiatives. The company opened a new Los Angeles office at 10850 Wilshire Blvd, strengthening its footprint in the entertainment capital of the world and enhancing its ability to collaborate directly with film, television, and media partners.

Media Production & Documentary Integration:

2015 marked a significant step forward in Primary Wave’s involvement in high-profile media production and storytelling. Primary Wave’s Larry Mestel served as co-producer of the critically acclaimed documentary Kurt Cobain: Montage of Heck, expanding its role from music rights management into premium documentary filmmaking and legacy artist storytelling.

In 2014, Primary Wave continued to strengthen its talent management division and expand its presence across brand partnerships, live activations, and sync-driven cultural moments. The year highlighted the company’s ability to elevate both legacy and contemporary artists through high-profile commercial campaigns, television exposure, and breakthrough sync placements that drove renewed global visibility.

Talent Management & Roster Expansion:

The company strengthened its talent management division with the signing of multi-platinum hip hop group Cypress Hill, further deepening its presence in hip hop culture and catalog-driven legacy acts.

Brand Partnerships & Experiential Marketing:

Primary Wave expanded its integration of artists into major corporate branding initiatives, blending music, technology, and live performance.

Melissa Etheridge partnered with Deloitte Digital on a major branded initiative, which included a high-profile Times Square New Year’s Eve performance, showcasing the company’s ability to connect artists with global stage moments and enterprise-level brand storytelling.

Sync, Media & Cultural Breakthroughs:

The year also delivered a significant sync placement that reinforced the power of songwriting within film and television culture.

Foy Vance’s “Make It Rain” was recorded by Ed Sheeran and featured in the acclaimed FX series Sons of Anarchy, highlighting Primary Wave’s growing influence in premium sync placements and cross-media exposure.

In 2013, Primary Wave continued to expand its integrated music and entertainment platform, strengthening its management division, deepening brand partnerships, and amplifying artist visibility across live performance, television, and global marketing campaigns. The year highlighted the company’s growing ability to connect legacy and contemporary artists with major consumer brands and high-profile media platforms.

Catalog Partnerships, Management & Talent Expansion:

The Matrix production team and Goodie Mob joined/expanded collaboration within the company’s ecosystem, reinforcing Primary Wave’s commitment to hit-driven production talent and influential hip-hop legacy acts.

Melissa Etheridge signed to Primary Wave’s Talent Management division, strengthening the company’s presence in legacy rock and adult contemporary artist representation.

Marketing, Branding & National Campaign Integration:

Primary Wave significantly scaled its brand partnership initiatives, executing national campaigns that integrated artists directly with major consumer-facing companies.

Goodie Mob activated major national brand campaigns in partnership with AT&T, Samsung, and JetBlue, demonstrating the company’s ability to align catalog and contemporary relevance with Fortune 500 marketing platforms.

2013 was marked by high-profile media exposure and live entertainment activations that elevated artist visibility across multiple platforms. CeeLo Green delivered a standout year, including a Grammy performance alongside Gwyneth Paltrow, reinforcing his crossover appeal in mainstream entertainment. He continued to serve as a judge on NBC’s The Voice and also entered a strategic partnership with TyKu Sake, extending his brand into lifestyle consumer products. His Las Vegas residency “Loberace” at Planet Hollywood further demonstrated Primary Wave’s ability to support large-scale live entertainment ventures and residency-based revenue models.

In 2012, Primary Wave focused on expanding its digital marketing, branding, and content development capabilities while continuing to grow its songwriter roster. Through the continued evolution of its digital agency and Brand Marketing Group, the company strengthened artist partnerships, enhanced catalog monetization strategies, and laid the foundation for future growth across media, branding, and entertainment.

Catalog Partnerships & Acquisitions:

Primary Wave expanded its songwriter roster with the signing of acclaimed songwriter and producer Gregg Alexander and Foy Vance, further strengthening the company’s portfolio of hit-making creators.

Marketing, Branding & Content Development Highlights:

The company continued to explore innovative ways to extend artist brands beyond traditional music channels. A notable achievement was the development and production of “Space Ducks: An Infinite Comic Book of Musical Greatness,” the first-ever graphic novel series created around the work of cult-favorite songwriter and artist Daniel Johnston.

The project was showcased during South by Southwest as part of a special event hosted by BrooklynVegan, demonstrating Primary Wave’s commitment to creating new intellectual property and expanding artist legacies through innovative storytelling and multimedia experiences.

Through strategic investments in digital marketing, branding, and original content creation, 2012 served as an important building year that positioned Primary Wave for its next phase of growth and diversification.

In 2011, Primary Wave expanded its national footprint by establishing a permanent presence on the West Coast while continuing to grow its portfolio of artist partnerships, catalog acquisitions, and brand marketing capabilities. The company further strengthened its reputation as an integrated entertainment platform through talent management, public relations services, and high-profile brand collaborations connecting artists with global consumer brands.

Catalog Partnerships & Acquisitions:

Primary Wave continued its acquisition and partnership strategy with a diverse range of music and entertainment properties, including the music catalog of Hammer Film Productions, as well as partnerships with The Boxer Rebellion, The Constellations and Eric Benét. These additions further broadened the company’s portfolio across film, alternative rock, and emerging artist properties.

Company Growth & Expansion:

As part of its continued national expansion, Primary Wave established its Los Angeles office at 9165 W. Sunset Boulevard, creating a strategic West Coast hub for artist management, licensing, film and television opportunities, and brand partnerships.

The company also launched an in-house Public Relations Department, providing artists and estates with dedicated communications, media relations, and brand-building support. This addition further expanded Primary Wave’s full-service capabilities and reinforced its commitment to long-term artist development.

The Talent Management Division continued to grow with the signing of Grammy-nominated R&B artist Eric Benét, adding another high-profile client to the company’s expanding management roster.

Marketing, Branding & Content Development Highlights

Primary Wave continued to build its reputation as an innovator in music-driven marketing and brand partnerships.

Highlights included:

• Securing a national advertising campaign with Citibank featuring “Into the Wild” by LP.
• Developing a national campaign with 7UP featuring CeeLo Green.
• Through its Brand Marketing division, facilitating a global partnership between Rihanna and NIVEA in celebration of NIVEA’s 100th anniversary. The campaign united two internationally recognized brands in one of the year’s most notable celebrity marketing collaborations.

 
Through strategic expansion, enhanced artist services, and innovative brand partnerships, 2011 further established Primary Wave as a leading entertainment company operating at the intersection of music, media, and consumer marketing.

In 2010, Primary Wave broadened its business beyond traditional music publishing, establishing new divisions focused on branding, digital marketing and talent management. These strategic initiatives laid the foundation for the company’s evolution into a full-service entertainment and brand management platform, capable of driving value across publishing, recordings, touring, sponsorships, and digital media.

Catalog Partnerships & Songwriter Acquisitions

Primary Wave continued to grow its roster of acclaimed songwriters and creators through partnerships with legendary composer and songwriter Marvin Hamlisch, songwriter and producer L.P., songwriter Barrett Yeretsian, and Albert Hammond Jr.. These additions further diversified the company’s catalog across pop, rock, film, and theatrical music.

Company Growth & Expansion

As part of its long-term vision to become a fully integrated entertainment company, Primary Wave established its Talent Management Division, signing CeeLo Green as one of its first major management clients.

The company also launched internal Brand Partnerships and Digital Marketing Agencies, creating dedicated teams focused on sponsorships, consumer marketing, social media, and digital audience development. This strategic investment became a defining pillar of the Primary Wave business model, helping artists and catalogs extend their reach beyond traditional music channels and into broader culture.

Marketing, Branding & Content Development Highlights

Primary Wave continued to pioneer innovative music marketing initiatives and brand integrations that connected artists with new audiences.

Highlights included:

Securing a high-profile integration for Def Leppard on the television series The Celebrity Apprentice, introducing the band’s music and brand to millions of viewers.
Launching the multi-year “Rock Yourself to Sleep” tour in partnership with Motel 6, creating a national promotional platform that blended live music, consumer engagement, and brand sponsorship opportunities.

Through strategic diversification, expanded artist services, and innovative marketing initiatives, 2010 marked a pivotal year in Primary Wave’s transformation from a music publisher into a broader entertainment, branding, and cultural marketing company.

In 2009, Primary Wave continued to expand its portfolio of iconic artists while investing in the infrastructure and marketing capabilities that would become core to the company’s growth strategy. Through new partnerships, a larger New York headquarters, and innovative brand integrations, Primary Wave further demonstrated its ability to transform music assets into culturally relevant consumer experiences.

Catalog Partnerships & Acquisitions

Primary Wave expanded its roster through strategic partnerships with acclaimed artists and songwriters, including Def Leppard, Steven Curtis Chapman, Tennessee Ernie Ford, Katrina and The Waves, Mac Davis, Reggie Watts, John Forte, Delfina, Airbourne Toxic Event, Anberlin, Saving Abel, Taddy Porter and Gregg Allman. These additions further diversified the company’s growing portfolio across rock, country, and contemporary Christian music.

Company Growth & Expansion

As the company continued its rapid growth, Primary Wave relocated its New York headquarters to 116 East 16th Street, expanding its operational footprint and supporting the increasing scale of its acquisition, marketing, and licensing activities.

Marketing, Branding & Content Development Highlights

Primary Wave continued to pioneer innovative marketing and brand integration strategies that extended the reach of its catalogs beyond traditional music channels.

Highlights included:

• Launching a multi-state lottery promotion inspired by Aerosmith’s iconic hit “Dream On,” creating a unique consumer activation that connected music and gaming audiences.
• Creating and launching J-Stache, an animated comedy series featuring the music of Daryl Hall & John Oates. The series premiered on Funny Or Die, representing one of the company’s earliest efforts to leverage music catalogs through original digital content and emerging online entertainment platforms.

 
Through continued artist partnerships, corporate growth, and innovative marketing initiatives, 2009 reinforced Primary Wave’s reputation as a forward-thinking music company focused on maximizing the cultural and commercial value of iconic catalogs.

• In 2008, Primary Wave continued its rapid growth through the acquisition and management of iconic songwriter and artist catalogs, including partnerships with Steven Tyler (Aerosmith), Graham Parker, Chicago as well as entering into a co-publishing venture with Grammy Award-winning producer Matt Serletic and his company, Emblem Music Group.
• The company further strengthened its reputation for innovative catalog marketing through a series of high-profile brand partnerships and sync campaigns. Highlights included the development of a limited-edition Converse Chuck Taylor sneaker inspired by the lyrics of Kurt Cobain, the release of Guitar Hero: Aerosmith—the first title in the franchise dedicated to a single artist—and a national advertising campaign featuring Shwayze’s “Buzzin'” for Pontiac.
• Together, these initiatives reinforced Primary Wave’s strategy of transforming classic music assets into culturally relevant brands through innovative marketing, licensing, and consumer partnerships.

• In 2007, Primary Wave significantly expanded its publishing portfolio through strategic investments in both living legends and iconic estates. Major songwriter and artist partnerships included John Oates, Julian Lennon (including publishing interests in songs by The Beatles), Maurice White, Daniel Johnston, Holly Knight, Six Degrees Records, Justin Furstenfeld (Blue October) and Lamont Dozier, further establishing Primary Wave as a leader in heritage catalog acquisition and management.
• During this period, the company helped pioneer the modern active catalog marketing model, leveraging sync licensing, brand partnerships, advertising, film, and television placements to introduce classic songs to new generations of fans.
• Primary Wave also expanded its corporate footprint by opening a new New York office at 275 Madison Avenue and launched what would become a signature industry tradition by hosting its first annual Pre-Grammy Party at the SLS Hotel in Beverly Hills.

• Primary Wave Music Publishing is founded in April 2006 by industry veteran Larry Mestel with a transformative vision: artist-centric partnerships over traditional catalog ownership. From the outset, the company focused on actively revitalizing legacy music through modern marketing, sync, licensing, and cultural storytelling — redefining what music publishing could be.
• The company completes its first landmark acquisition, securing 50% of Kurt Cobain’s publishing share of the Nirvana catalog. The deal establishes Primary Wave’s core acquisition strategy and sets the tone for a culture-first, value-creation approach to iconic music.
• Acquires the MGM/United Artists publishing catalog, expanding the company’s footprint into film and classic entertainment music assets.
• Justin Shukat joins Primary Wave as Partner.