Primary Wave Music, the leading independent publisher of iconic and legendary music in the world, continues a pivotal step in expanding further into international markets announcing today their partnership with POPS Music. Home to a vast catalog of Vietnamese and regional repertoire, POPS Music has spent nearly two decades supporting both legendary artists and the next generation of emerging talent across Southeast Asia, building one of the region’s most influential music landscapes. This strategic investment and alliance with POPS Music will allow their team to continue sourcing legendary catalogs of music and will further enhance Primary Wave’s continued growth for its artists and songwriters across the globe.
Terms of the deal will see Primary Wave invest capital in the company and provide additional resources for further Southeast Asian catalog investments to accelerate its IP growth in the region. Based out of Vietnam, POPS Music formed as an arm of POPS K.K., a digital media and entertainment network in the region. The company has additional offices and operations in Japan, Singapore, Thailand, and Indonesia, making them the leading Southeast Asian marketing platform in the market. The company manages a portfolio of more than 45,000 recordings across all genres, coordinating distribution and visibility across major platforms including Spotify, Apple Music, Amazon, and YouTube. With over 15 million monthly active users across their music channels, 850 million subscribers across all digital platforms, and nearly 67 million monthly active users across owned channels, POPS Music has – without a doubt – created a strong digital infrastructure unlike no other in the territory.
Of the investment, Agnes Kacicki, Primary Wave’s Head of Corporate Development, said, “We’re thrilled to partner with POPS Music and Esther Nguyen. Their deep understanding of the Southeast Asian market and strong local relationships make them an ideal partner as we continue to grow our catalog investments globally.”
Esther Nguyen, POPS CEO, added, “Our partnership with Primary Wave marks a transformative milestone in the evolution of the Southeast Asian music economy. By aligning POPS Music’s unrivaled digital footprint and regional expertise with Primary Wave’s world-class catalog and legendary creative resources, we are building a two-way bridge for global stardom.”