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Primary Wave and Whitney Houston article on cover of Billboard Magazine

November 3rd, 2022

CAN PRIMARY WAVE TRANSFORM WHITNEY HOUSTON’S LEGACY — AND HER ESTATE’S FORTUNES? A decade after the legend’s death, the marketing and publishing whiz treating catalogs as dynamic, lucrative brands is helping to refresh her legacy — and to turbo-charge her estate’s revenue.

For Primary Wave — whose executives often talk about being in the icons and legends business — it’s the company’s biggest project yet, one that should bolster its reputation for returning superstars like Whitney to the forefront of pop culture and turbo-charging revenue along the way. And for her estate, it’s akin to a rebirth for the legacy almost lost along the way.

“With everything that’s going on right now, she’s still touching lives, and that’s what I want to do in a very positive way,” Pat says. “She should be remembered by her music and the work that she’s done in the community, not by her relationships. And the fact that all these things are happening proves that. It’s a clear path without any distractions to make things continue to happen for her legacy.”

Read the full Billboard article all about Primary Wave and the Whitney Houston estate: