Primary Wave Music Publishing and Marketing and worldwide talent agency The Agency Group have signed a strategic alliance.
The Agency Group will tap into Primary Wave's strategic marketing, sponsorship, sales, and branding services for its artists. Agency Group’s roster includes Paramore, Nickelback, Creed, Dolly Parton, Muse and the White Stripes among others. Additionally, the companies will form a publishing and management joint venture under the Primary Wave umbrella offering administration, co-publishing and management services to the Agency Group’s roster. In turn, The Agency Group will assist Primary Wave in booking talent for its proprietary tours.
Primary Wave CEO Larry Mestel said his team "could not be more enthusiastic" about the companies' new relationship and are looking forward to "enhancing the value of the services The Agency Group can provide their artists."