In 2021, Primary Wave executed one of the most culturally significant acquisitions in its history with the purchase of Sun Records — the legendary label known as “Where Rock ’n’ Roll Began.” The acquisition included master recordings and publishing associated with pioneers such as Johnny Cash, Jerry Lee Lewis, Carl Perkins, Roy Orbison, Merle Haggard and many more — cementing Primary Wave’s stewardship of foundational American music heritage.
Strategically, Primary Wave formed its Content Development Division, signaling a focused expansion into film, television, and long-form storytelling designed to activate its growing portfolio across multimedia platforms.
Throughout 2021, the company continued aggressive catalog growth, completing partnerships and acquisitions with acclaimed songwriters and artists including Steve Kipner, Dan Wilson, Jon Lind, Wilson Phillips, Chris Isaak, The Waterboys, Jeff Porcaro, André 3000 of Outkast, Boyz II Men, Sturken & Rogers (Rihanna), Mark Morrison, and Patrick Leonard — broadening the company’s cross-genre, multi-generational catalog footprint.
Primary Wave also expanded its estate partnership strategy with landmark agreements involving Prince, Bing Crosby, Luther Vandross, Teddy Pendergrass, and James Brown, encompassing publishing, master recordings, film and television rights, name, likeness, brand rights, and archival materials — reinforcing Primary Wave’s leadership in full-spectrum legacy management.
In recognition of his continued impact on the industry, Larry Mestel was named to the Variety 500 list. He was also featured across leading global media outlets including The New York Times, Los Angeles Times, The Wall Street Journal, The Hollywood Reporter, Entrepreneur, Fast Company, New York Post, Forbes, Billboard, and HITS Magazine.
Marketing & Branding Highlights:
Primary Wave continued to unlock commercial and cultural value through innovative brand partnerships and award-winning campaigns, including:
- Clio Bronze Award for the Burt Bacharach / American Red Cross campaign “What the World Needs Now.”
- Clio Music Honorable Mention for the Marley 75 Grammy Week activation.
- Securing a partnership between Boy George and Waze.
- Brand alignment deal between Alice Cooper and Cooper Tire & Rubber Company.
- Launch of the official Styx “Renegade” beer in partnership with Voodoo Brewery and Styx.
- Placement of Smokey Robinson’s “Cruisin” in an Allstate national commercial.
- Launch of the Alice Cooper “Poison” hot sauce-infused burger at Rock & Brews.
- Brand integrations with Benjamin Moore and Chime in the Whitney Houston x Clean Bandit “How Will I Know” music video.
- In celebration of the 40th anniversary of Olivia Newton-John’s “Physical,” partnerships with Crunch Fitness and ThirdLove in support of the Olivia Newton-John Foundation — setting a Guinness World Records title for the most people performing lateral leg lifts simultaneously.
- Secured a global partnership between MAC Cosmetics and Whitney Houston.