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Primary Wave Acquires Minority Stake in Premier Music Group Agency

Primary Wave Music Publishing announced on Monday it has taken a minority equity interest in music and culture agency Premier Music Group.

Primary Wave Music Publishing announced on Monday (June 24) it has taken a minority equity interest in music and culture agency Premier Music Group. 

Through the new arrangement, Premier will have access to Primary Wave’s financial and artistic resources to expand its platform and capabilities, including further acquisitions and investments to enhance its creative, strategy, content, design and music supervision services. In turn, Primary Wave will tap Premiere’s knowledge in creative and strategy to develop new brand and marketing opportunities for their collective roster of artists and brand clients.


Premier is a music and culture agency working with artist and brand clients. It was founded in 2017 by former Downtown Music co-founders Josh Deutsch (chairman/CEO) and Terence Lam (co-chairman). The firm has worked with Anderson.Paak, Cuco, Ty Dolla $ign, Melanie Faye, Zane Lowe, Rockstar Games, NRG eSports, DNA Genetics, Apple, AT&T, Google, HBO, Netflix, Nike, and Starbucks, among others.

“Josh and Terence are savvy music industry veterans whose entrepreneurial spirit and work ethic resonated with me,” said  Primary Wave Music Publishing president Justin Shukat. “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.