Primary Wave Expanding to Nashville: Exclusive

Nashville
Kirby Lee/NFLPhotoLibrary

Nashville

Primary Wave Entertainment is opening a new office in Nashville, Billboard has learned. One of the largest independent music publishing and talent management companies in the United States, the company also announces the hiring of Geddes Bootwright who will oversee operations for the company in the Music City.

"Primary Wave Entertainment is probably the most technologically advanced and current company, covering the gamut of 360 degrees when it comes to all aspects of the business, from new talent to branding, to older artists and the legends," said Bootwright. "I have never seen a company that covers everything from digital media to sync opportunities, every single aspect of the business, Primary Wave covers it. I can depend on these guys. They are a family. They're a team. When they introduce me, they introduce me as a partner, a part of the team – that says a lot to me."

Bootwright first became aware of the company when he assisted in the signing of client Steve Cropper to the Primary Wave Music Publishing roster last year. "My goal was to take Steve Cropper's five illustrious careers, and turn them into an opportunity to brand him. He's always been known as a great guitarist, but people don't know him as a great songwriter. They know him as a Blues Brother or as a member of Stax, or Booker T. and the MG's. I wanted to change that by really targeting the Steve Cropper name."

But, as negotiations grew, Bootwright found himself very impressed with the way the company handled themselves. "I flew to New York and was really impressed with them. Being the loyal guy that I am, I wanted to get the best opportunity for Steve Cropper. They really put on the dog when it came to the presentation. That was it. Steve agreed that they were the ones that we needed to use to represent his name."

As it turned out, Bootwright wasn't the only one who was impressed. Primary Wave decided to expand its' growing business model into the Nashville market, and that -- combined with its' close proximity to Memphis just three hours away -- it proved to be an association that the company wanted to continue with. "With my relationships here and in Memphis, we can really build the brand of the company. They are such rich and diverse areas musically, with so many artists that would be a perfect fit for Primary Wave."

The company works with a wide variety of entertainers, ranging from Smokey Robinson to Melissa Etheridge to CeeLo Green. They have worked music that has been featured on such networks as MTV, TBS, and The CW. Geddes will be based in Nashville and can be reached at gbootwright@primarywave.com.

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