- 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.