The Four Seasons Sign 10-Year Marketing and Admin Deal With Primary Wave

Frankie Valli (centre) with a late line up of The Four Seasons vocal group, circa 1975.
American Stock/Hulton Archive/Getty Images

Frankie Valli (center) with a late line up of The Four Seasons vocal group, circa 1975.

Primary Wave Music Publishing has struck a "multi-million-dollar," 10-year strategic partnership with Rock and Roll Hall of Fame inductees The Four Seasons, the publishing company announced today (Oct. 23).

The marketing and administration deal is with the band's lead singer Frankie Valli and keyboardist Bob Gaudio, the two surviving members of the band's founding four; which also included bassist Nick Massi, who died of cancer in 2000, and guitarist Tommy DeVito, who died in September from the coronavirus.

Under the agreement, Primary Wave will work Valli and Gaudio to market the band's name and likeness, manage all daily digital marketing activities and administer their iconic catalog, which includes hits like "Sherry," which catapulted the band to fame when they performed it on American Bandstand in 1962, "Big Girls Don't Cry," "December 1963 (O What A Night)," "Workin’ My Way Back To You" and "Can’t Take Me Eyes Off Of You," the oft-covered track that made Valli a solo superstar. The deal also gives Primary Wave an option to acquire a partnership interest in the band’s works.

"I have been a huge fan of both Frankie and Bob since I was a kid," said Primary Wave Publishing founder and CEO Lawrence Mestel. "Their music has had a huge impact on people’s lives and we welcome them to the Primary Wave family of icons."

The band members were inducted into the Rock and Roll Hall of Fame in 1990, only four years after the Hall was first launched. Their story is chronicled in Tony-winning Broadway musical favorite Jersey Boys, which opened in 2005 and was later made into a feature film.

"We are thrilled to be associated with Primary Wave Music Publishing," Valli said. "We know they are our partners and will help ensure our music lives on." Added Gaudio: "It is great to know we’re with people who will always put our music first."

Valli and Gaudio were represented in the deal by Provident Financial Management senior managing director Barry Siegel and director Zach Best.