In 2011, Primary Wave expanded its national footprint by establishing a permanent presence on the West Coast while continuing to grow its portfolio of artist partnerships, catalog acquisitions, and brand marketing capabilities. The company further strengthened its reputation as an integrated entertainment platform through talent management, public relations services, and high-profile brand collaborations connecting artists with global consumer brands.
Catalog Partnerships & Acquisitions:
Primary Wave continued its acquisition and partnership strategy with a diverse range of music and entertainment properties, including the music catalog of Hammer Film Productions, as well as partnerships with The Boxer Rebellion, The Constellations and Eric Benét. These additions further broadened the company’s portfolio across film, alternative rock, and emerging artist properties.
Company Growth & Expansion:
As part of its continued national expansion, Primary Wave established its Los Angeles office at 9165 W. Sunset Boulevard, creating a strategic West Coast hub for artist management, licensing, film and television opportunities, and brand partnerships.
The company also launched an in-house Public Relations Department, providing artists and estates with dedicated communications, media relations, and brand-building support. This addition further expanded Primary Wave’s full-service capabilities and reinforced its commitment to long-term artist development.
The Talent Management Division continued to grow with the signing of Grammy-nominated R&B artist Eric Benét, adding another high-profile client to the company’s expanding management roster.
Marketing, Branding & Content Development Highlights
Primary Wave continued to build its reputation as an innovator in music-driven marketing and brand partnerships.
Highlights included:
- Securing a national advertising campaign with Citibank featuring “Into the Wild” by LP.
- Developing a national campaign with 7UP featuring CeeLo Green.
- Through its Brand Marketing division, facilitating a global partnership between Rihanna and NIVEA in celebration of NIVEA’s 100th anniversary. The campaign united two internationally recognized brands in one of the year’s most notable celebrity marketing collaborations.
Through strategic expansion, enhanced artist services, and innovative brand partnerships, 2011 further established Primary Wave as a leading entertainment company operating at the intersection of music, media, and consumer marketing.