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.