How do you take an artist whose prime was nearly a century ago and make them feel culturally relevant today? Our very own CMO Adam Lowenberg chatted with Standard Innovation‘s Music Moneyball to share how Primary Wave reactivates legacy catalogs — using Bing Crosby as the case study — through multi-year planning, smart seasonal strategy, and global execution across digital, brand partnerships, and sync – all while honoring artist integrity.
Catch Adam’s interview: