Larry Mestel, a longtime record label executive, founded Primary Wave in 2006. Photographer: Justin J Wee for Bloomberg Businessweek
Larry Mestel and the PW team sat with Bloomberg to talk about creative strategy and music business in their latest article
” “We know we need to be patient with a lot of these iconic artists who are starting basically from scratch, especially with their digital presence,” Lowenberg says. “That first phase could take 12, 18, 24 months before said artist gets back to a place where now there’s a reason for the brand team to go out, and a reason for an artist to cover a song. That’s imperative for all our campaigns.”
When Primary Wave signed a deal with Smokey Robinson in 2016, the R&B legend didn’t maintain any social media accounts. Now Robinson, 84, has more than 270,000 followers on Instagram and over 150,000 on TikTok.”
Read the full article at Bloomberg.com