In the age of streaming, owning the rights to an artist’s songbook has become a commodifying goldmine. Once the catalog is acquired, companies such as Primary Wave seek out as many ways to exploit the artist’s work as possible, getting songs used in films, television, and commercials. Primary Wave also specializes in
cultivating “brands” for artists, getting them marketing deals, Broadway shows, Tik Tok campaigns, and any other way to squeeze monetary value into their body of work. “We’re always working in conjunction with the artist or their estate—we’re creating a marketing plan that they sign off on, and then we go and get,” Primary Wave CEO Larry Mestel tells
. “We’ve got 15 digital strategy people who do playlist pitching, website construction, ecommerce development, social media enhancement, we’ve got seven branding people. Our competitors, aside from the majors, are not built to do what we do.”
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