Pete Townshend is entering into a new partnership with Primary Wave focusing on the name, image and likeness of the legendary co-founder of The Who, the company confirmed on Thursday.
The financial terms of the partnership were not disclosed. In a press release, Primary Wave touted the deal’s “potential for brand and content opportunities.” Primary Wave said the company is already working with Townshend to “establish a footprint across social media channels,” also adding that the company is working with copyright holders on Townshend’s catalog to place his music in films and TV shows. (Townsend sold his publishing catalog interest to Spirit Music Group in 2012.)
“Moving forward in my creative and performing work with Primary Wave, at this time in my life when most creatives are slowing down, is a joy for me,” Townsend said in a statement. “Their whole team shows really motivating energy. It’s a challenge, too. I need that.”
As Larry Mistle, CEO of Primary Wave, added: “Pete Townsend is one of the greatest and most influential rock icons in music history. We are honored that he has chosen Primary Wave as a partner and collaborator and look forward to creating new opportunities together.”
The deal is just the latest for Primary Wave, which completed a landmark acquisition earlier this year to buy music publisher Kobalt, establishing Primary Wave as one of the strongest independent music companies in the industry. Primary Wave was already particularly active in the catalog acquisition space, striking deals with the likes of Stevie Nicks, Patti LaBelle and Britney Spears, among others.
“There is no rock music without the genius of Pete Townshend,” Adam Loewenberg, chief marketing officer for Primary Wave, said in a statement. “An artist, innovator and songwriter who stands alone in his own category of icon and legend. We are extremely honored to partner with Pete in his future endeavors.”
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