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.