In 2024, Primary Wave solidified its leadership as a global music rights and brand powerhouse. The company expanded its publishing and master rights portfolio, deepened estate partnerships, and launched a series of landmark cultural and consumer activations spanning live events, immersive experiences, media, and product collaborations. From strategic catalog acquisitions to innovative global brand integrations, 2024 marked a year of both legacy preservation and forward-looking creative growth.
Catalog Partnerships & Acquisitions
Primary Wave continued its aggressive publishing and master rights expansion, securing catalogs and partnerships with: Jackson Browne, Neil Sedaka, Spin Doctors, Moby, Neil Finn, Steve Porcaro, Keith Forsey, Jon Landau (associated with Bruce Springsteen), Nuno Bettencourt and Pat Badger of Extreme and Ric Ocasek.
The company also expanded estate partnerships with Village People, encompassing publishing, master recordings, film and television rights, name and likeness, brand management, and archival materials.
In 2024, Mestel was once again featured on the Billboard Power 100, making the magazine’s “Leaderboard” which recognized the top 40 leaders across the music industry
Marketing, Branding & Content Development Highlights:
- James Brown: Say It Loud and exhibit premiering at the Apollo Theater.
- Release of James Brown’s previously unreleased anthem, “We Got To Change.”
- Partnership with the Bing Crosby Estate, Adidas, and Malbon Golf to introduce The Crosby Collection.
- Announcement of the Bob Marley Hope Road immersive experience in Las Vegas.
- Airbnb partnership with Prince celebrating the 40th anniversary of Purple Rain.
- Launch of Whitney Houston custom slot machines in Las Vegas, Atlantic City, and global markets.
- Creation of limited-edition Mattel Barbie doll honoring Stevie Nicks.
- Limited-edition Bing Crosby golf apparel line with Adidas and Malbon.
- Announcement of Melissa Etheridge: I’m Not Broken.
- Announcement of Luther Vandross: Never Too Much documentary with CNN and OWN.
- Partnership with Middletown to rename a street “Van Zandt Way” in honor of Steven Van Zandt.
- Global theatrical release of Whitney Houston – The Concert for a New South Africa.
- Holiday duet release of “White Christmas (with V of BTS)” featuring V and Bing Crosby.
- Re-release of Narragansett’s Bing Crosby “White Christmas” Edition Beer for the 2024 holiday season.