Primary Wave Music Publishing has taken a minority equity interest in Premier Music Group.
The agency will draw upon Primary Wave's resources to enhance its creative, strategy, content, design and music supervision services.
Primary Wave and Premier will expand brand and marketing opportunities for their collective roster of artists and brand clients.
Founded by former Downtown Music co-founders Josh Deutsch (chairman/CEO) and Terence Lam (co-chairman), Premier is a music and culture agency that works with artists and brand clients.
"Josh and Terence are savvy music industry veterans whose entrepreneurial spirit and work ethic resonated with me," said Justin Shukat, president of Primary Wave Music Publishing. “We have spent the last 13 years building our Primary Wave brand with a similar work ethos and culture focused on creativity, communication and execution. When the opportunity arose to invest, support and work alongside the Premier team, we jumped at the chance."
"We are incredibly excited to partner with Primary Wave and its excellent team to help grow Premier's footprint," Deutsch said. "Primary Wave's unique iconic assets, resources and growth-based approach make the company an ideal strategic partner to expand Premier's influence in music and culture for its artist, media and brand clients."
Lam added: "When we first met with the Primary Wave team, Josh and I immediately recognized complementary goals and a unique opportunity for growth. With Primary Wave's tremendous combination of experience, energy and innovation, the entire Premier team looks forward to great success together.”