In 2010, Primary Wave broadened its business beyond traditional music publishing, establishing new divisions focused on branding, digital marketing and talent management. These strategic initiatives laid the foundation for the company’s evolution into a full-service entertainment and brand management platform, capable of driving value across publishing, recordings, touring, sponsorships, and digital media.
Catalog Partnerships & Songwriter Acquisitions
Primary Wave continued to grow its roster of acclaimed songwriters and creators through partnerships with legendary composer and songwriter Marvin Hamlisch, songwriter and producer L.P., songwriter Barrett Yeretsian, and Albert Hammond Jr.. These additions further diversified the company’s catalog across pop, rock, film, and theatrical music.
Company Growth & Expansion
As part of its long-term vision to become a fully integrated entertainment company, Primary Wave established its Talent Management Division, signing CeeLo Green as one of its first major management clients.
The company also launched internal Brand Partnerships and Digital Marketing Agencies, creating dedicated teams focused on sponsorships, consumer marketing, social media, and digital audience development. This strategic investment became a defining pillar of the Primary Wave business model, helping artists and catalogs extend their reach beyond traditional music channels and into broader culture.
Marketing, Branding & Content Development Highlights
Primary Wave continued to pioneer innovative music marketing initiatives and brand integrations that connected artists with new audiences.
Highlights included:
Securing a high-profile integration for Def Leppard on the television series The Celebrity Apprentice, introducing the band’s music and brand to millions of viewers.
Launching the multi-year “Rock Yourself to Sleep” tour in partnership with Motel 6, creating a national promotional platform that blended live music, consumer engagement, and brand sponsorship opportunities.
Through strategic diversification, expanded artist services, and innovative marketing initiatives, 2010 marked a pivotal year in Primary Wave’s transformation from a music publisher into a broader entertainment, branding, and cultural marketing company.