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.