In 2023, Primary Wave accelerated its global growth strategy through major catalog acquisitions, international expansion, and large-scale content activations.
The company formed a landmark partnership with Times Music to expand into emerging markets, creating a $100+ million joint venture focused on acquisitions and label investments across India and the broader Indo-Pacific region.
Primary Wave also entered into a partnership with Brazil’s Nas Nuvens Catalog to accelerate acquisition growth and marketing initiatives in Brazil and other Latin American territories.
To support this expansion, David Loiterton joined Primary Wave as President, Indo-Pacific, strengthening the company’s leadership presence across key international territories.
Primary Wave also completed the acquisition of the legendary Robby Krieger and Ray Manzarek (The Doors), including sound recordings, publishing interests, trademarks, and merchandise rights — marking one of the most comprehensive and culturally significant transactions in the company’s history.
Primary Wave continued its aggressive acquisition strategy in 2023, completing partnerships and/or acquiring interests in catalogs including: Steven Van Zandt, Russ Ballard, Joey Tempest, John Mellencamp (master recording rights acquisition), an interest in Black Sabbath, Kool & the Gang, Derek Dick (Marillion), Passion Pit, Isaac Hayes, Dennis DeYoung and Eddie Rabbitt.
Further expanding its U.S. footprint, Primary Wave opened a new Los Angeles office located at 2690 N. Beachwood Drive, reinforcing its commitment to West Coast creative and industry partnerships.
Whitney Houston 60 – Grammy Week Residency
In February 2023, Primary Wave co-presented a multi-day “Whitney Houston 60” Grammy Week residency at the W Hollywood in partnership with Sony.
Often referred to as the “Whitney Houston Hotel,” the immersive residency ran throughout Grammy Week and celebrated what would have been Whitney Houston’s 60th birthday. Sponsors included MAC Cosmetics, ProFlowers, and City National Bank.
The activation featured:
- Sony’s 360 Reality Audio immersive listening lounge highlighting Houston’s recordings.
- A curated memorabilia exhibit showcasing iconic photographs, stage costumes, and career artifacts.
- A pop-up retail boutique offering exclusive Whitney Houston branded merchandise.
- Artist showcases and live performances from contemporary performers honoring her music.
The residency became one of the most talked-about destinations of Grammy Week, blending immersive technology, legacy storytelling, and brand partnership at scale.
Marketing, Branding & Content Development Highlights
Primary Wave continued to drive innovative brand partnerships and content extensions, including:
- Whitney Houston x Sony 360 Reality Audio global partnership activation.
- Melissa Etheridge’s My Window limited Broadway engagement.
- Boyz II Men x Chili’s national partnership, including an in-ad performance and release of their cover of “Baby Back Ribs.”
- Launch of the Bing Crosby “White Christmas” beer collaboration with Narragansett Beer for the 2023 holiday season and beyond.
- Expansion of Sun Diner to two locations in Nashville and Gatlinburg, Tennessee.
- Luther Vandross x Waterford Crystal limited-edition collection launch.