Ira Sallen, a 20-year veteran of BMG who departed in 2009 for WTW Associates, has been named COO of the newly formed BMG / Primary Wave Label Services company, it was announced today in a statement. Sallen was appointed by Larry Mestel, Primary Wave founder and CEO of BMG / Primary Wave Label Services, and will be based in New York, charged with business development, acquisitions and liaising between BMG's corporate office and Primary Wave.
The joint venture between BMG and Primary Wave, announced earlier last month, was reportedly valued at $150 million and served as BMG's path to an impactful market share in the United States (as well as Primary Wave's vehicle to solvency).
"I’ve known Ira for 14 years," said BMG / Primary Wave Label Services CEO Larry Mestel in a statement, "and I knew he would be a natural fit as COO of our new label services because our vision and way of thinking are completely aligned. By partnering Primary Wave’s marketing power with a major like BMG, we now have a full-service label and ability to sign iconic artists, who are looking for change and creative freedom with their music."