In 2014, Primary Wave continued to strengthen its talent management division and expand its presence across brand partnerships, live activations, and sync-driven cultural moments. The year highlighted the company’s ability to elevate both legacy and contemporary artists through high-profile commercial campaigns, television exposure, and breakthrough sync placements that drove renewed global visibility.
Talent Management & Roster Expansion:
The company strengthened its talent management division with the signing of multi-platinum hip hop group Cypress Hill, further deepening its presence in hip hop culture and catalog-driven legacy acts.
Brand Partnerships & Experiential Marketing:
Primary Wave expanded its integration of artists into major corporate branding initiatives, blending music, technology, and live performance.
Melissa Etheridge partnered with Deloitte Digital on a major branded initiative, which included a high-profile Times Square New Year’s Eve performance, showcasing the company’s ability to connect artists with global stage moments and enterprise-level brand storytelling.
Sync, Media & Cultural Breakthroughs:
The year also delivered a significant sync placement that reinforced the power of songwriting within film and television culture.
Foy Vance’s “Make It Rain” was recorded by Ed Sheeran and featured in the acclaimed FX series Sons of Anarchy, highlighting Primary Wave’s growing influence in premium sync placements and cross-media exposure.