Strategic Investment, Portfolio Expansion & Cultural Activation Amid Global Disruption
In 2020, Primary Wave continued its aggressive growth strategy while expanding into new media and brand verticals. The company was named Indie Publisher of the Year by the Association of Independent Music Publishers (AIMP – Los Angeles Chapter), recognizing its leadership and innovation within the independent publishing sector.
That same year, Primary Wave announced an investment in Lava Media Group, signaling a strategic expansion into podcasts and emerging audio platforms. The company further deepened its presence in the podcast space by taking an equity interest in Audio Up, reinforcing its commitment to original content creation and next-generation media distribution.
Throughout 2020, Primary Wave completed an extraordinary series of partnerships and catalog acquisitions, including deals with Ray Charles, Godsmack, Jim Brickman, Nicky Chinn, Donny Hathaway, Burt Bacharach, War, Air Supply, Justin Hayward, Olivia Newton-John, Stevie Nicks, Devo, Disturbed, Leo Sayer, Bell Biv DeVoe (management), Allee Willis and Frankie Valli & The Four Seasons — further diversifying the company’s portfolio across genres and generations.
In January, Primary Wave transformed 1 Hotel West Hollywood into the “One Love Hotel” for its annual Pre-Grammy celebration, honoring Bob Marley’s 75th birthday with three days of performances, panel discussions, a Power Lunch, and an industry-wide celebration — one of the final major live music gatherings before global shutdowns.
In recognition of his leadership, Larry Mestel was named to Billboard’s prestigious “Power List” in 2020 (and again in 2022 & 2023), underscoring his continued influence in shaping the modern music business landscape.
Marketing & Branding Highlights:
Primary Wave continued to unlock new cultural relevance for its catalog through strategic brand activations and cross-platform campaigns, including:
- Announcement of the Whitney Houston biopic I Wanna Dance with Somebody, with Primary Wave as producer.
- Launch of the SiriusXM Bob Marley branded channel on SiriusXM.
- Induction of Whitney Houston into the Rock and Roll Hall of Fame.
- Launch of the Smokey Robinson x Shinola product collaboration.
- Launch of the Oakley “Bob Marley One Love” sunglasses campaign.
- The American Red Cross multi-media campaign features Burt Bacharach’s iconic “What the World Needs Now (Is Love),” with a newly recorded version performed by Smokey Robinson, Tori Kelly, Sam Fischer, and Leona Lewis.
- Multiple GMA Dove Award nominations for Gaither Music Group.
- Launch of “Hotbox,” a cannabis-culture party game created by Cypress Hill and Fitz Games.
- Creation and launch of an Alice Cooper lyric-inspired hot sauce brand with Alice Cooper.
Despite global disruption, 2020 reflected Primary Wave’s ability to expand strategically, diversify into new media, activate culturally resonant campaigns, and continue building one of the most dynamic portfolios in the music industry.