Primary Wave Music has partnered with Pete Townshend.
The new relationship will see Primary Wave team with Townshend on the exploitation of his name, image and likeness and the development and exploitation of future creative projects.
“Renowned for pioneering rock operas, as well as stage musicals and ballets, Townshend’s partnership with Primary Wave makes for an ideal collaboration,” said a statement. “With Primary Wave’s enthusiastic hands-on approach to marketing music and Townshend’s iconic catalog and vision, the potential for branding and content opportunities is boundless.”
Additionally, The Who co-founder will have access to the company’s digital department to establish a footprint across social media channels. He has already begun building a presence within the company’s licensing and sync division, who have been actively working with Townshend and the copyright owners of his catalogue to place his songs across film and television.
Pete Townshend is one of the greatest and most influential rock icons in music history
Larry Mestel
“Moving forward with my creative and performative work with Primary Wave, at this time of my life when most creatives might be slowing down, is a joy for me,” said Pete Townshend. “Their entire team exhibits an energy that is truly stimulating. Challenging too. I need that.”
He added: “I have always been something of an ex-art student, and that means my work spans a lot of genres. Primary Wave spans even more genres than I do, and I know we will have a lot of fun working together. Our first few meetings have been wonderfully inspiring moments of shared adventure.”
Primary Wave’s CEO & founder Larry Mestel said: “Pete Townshend is one of the greatest and most influential rock icons in music history. We are honoured that he has chosen Primary Wave as a partner and collaborator and look forward to creating new opportunities together.”
Adam Lowenberg, Primary Wave’s chief marketing officer, added: “There is no rock music without the genius of Pete Townshend. An artist, innovator and songwriter who stands alone in his own category of icon and legend. We are extremely honoured to partner with Pete on his future endeavours.”
PHOTO: Terry McGough
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