In 2009, Primary Wave continued to expand its portfolio of iconic artists while investing in the infrastructure and marketing capabilities that would become core to the company’s growth strategy. Through new partnerships, a larger New York headquarters, and innovative brand integrations, Primary Wave further demonstrated its ability to transform music assets into culturally relevant consumer experiences.
Catalog Partnerships & Acquisitions
Primary Wave expanded its roster through strategic partnerships with acclaimed artists and songwriters, including Def Leppard, Steven Curtis Chapman, Tennessee Ernie Ford, Katrina and The Waves, Mac Davis, Reggie Watts, John Forte, Delfina, Airbourne Toxic Event, Anberlin, Saving Abel, Taddy Porter and Gregg Allman. These additions further diversified the company’s growing portfolio across rock, country, and contemporary Christian music.
Company Growth & Expansion
As the company continued its rapid growth, Primary Wave relocated its New York headquarters to 116 East 16th Street, expanding its operational footprint and supporting the increasing scale of its acquisition, marketing, and licensing activities.
Marketing, Branding & Content Development Highlights
Primary Wave continued to pioneer innovative marketing and brand integration strategies that extended the reach of its catalogs beyond traditional music channels.
Highlights included:
- Launching a multi-state lottery promotion inspired by Aerosmith’s iconic hit “Dream On,” creating a unique consumer activation that connected music and gaming audiences.
- Creating and launching J-Stache, an animated comedy series featuring the music of Daryl Hall & John Oates. The series premiered on Funny Or Die, representing one of the company’s earliest efforts to leverage music catalogs through original digital content and emerging online entertainment platforms.
Through continued artist partnerships, corporate growth, and innovative marketing initiatives, 2009 reinforced Primary Wave’s reputation as a forward-thinking music company focused on maximizing the cultural and commercial value of iconic catalogs.