We're so excited to see CeeLo on the cover of Fast Company's June issue as one of the “100 Most Creative People in Business 2012”! The issue hits newsstands May 22, but you can read the full article about CeeLo's rise to success online now CLICK HERE
See Primary Wave's mention in the article clipped below:
“This new strength was flexed with opportunity, he believed: He needed not just to create music but to be everywhere with it. To help, CeeLo signed with a management agency (Primary Wave Music, home of Soulja Boy and 50 Cent) in 2010, before releasing his third solo album, The Lady Killer. According to Larry Mestel, Primary Wave's CEO and a man so directly invested in CeeLo's success that he, too, is sitting in the Pantry Café with a turkey-sausage omelet, “CeeLo is the most unusual artist we have worked with, because there are virtually no artists as creative as CeeLo.”
Primary Wave's dedication to the synergy of musical brands and marketing opportunities became essential the minute The Lady Killer's first single, the addictively profane “Fuck You,” turned into the ubiquitous viral hit of the year, like a grumpy “Hey Ya!” for a recession-jaded country. CeeLo moved fast: mocking his taboo lyrics on Saturday Night Live; performing in feathers on the Grammys with the Muppets and Gwyneth Paltrow; spinning his piano upside down over the audience at the Billboard Music Awards. Since then, he's played the Super Bowl and a fundraiser for President Obama, to cite obvious highlights. He once played three shows in three different time zones on the same day. Despite appearances, “we don't do it all,” CeeLo says. “We do what counts. If there was an easier way to be branded the way that I am branded now, I'm sure we would have entertained that as an option. But if that's what was necessary to become the brand that I am, then I wouldn't change a thing.”