Primary Wave Music, an independent music publisher, announced their partnership with Indian record label and music publisher, Times Music.
As a part of the deal, Primary Wave will invest significant capital in Times Music and provide resources for further Indian catalog investments and help accelerate the company’s growth of its regional, film, and non-film music catalogs in global markets.
Primary Wave’s partnership with Times Music is another step in its expansion into international markets, continuing to capture growth for its artists, songwriters, and management clients. This new partnership will provide Primary Wave, its roster of artists, and catalog of music, an opportunity to be introduced to a significant new global market across all platforms from streaming to live performances and more.
Core to the partnership is both companies’ belief in the increasing globalization of music. Primary Wave will assist the Times Music team in finding opportunities in the U.S., Europe, and other global markets in A&R, branding, synch, film & TV, and digital marketing for Times Music’s catalog of iconic artists, recordings, and songs. Together Primary Wave and Times Music will also invest in catalog opportunities in the Indian market including film, non-film, regional and other iconic IP, that will then form part of its push to monetize Indian IP in the international markets.
Of the partnership, Vineet Jain, Managing Director, Times Group, said, “Times Music’s strategic partnership with Primary Wave is a proud moment for us at the Times Group. As the company progresses to the next phase of its expansion in the broader entertainment space, we look forward to an exciting future ahead with Larry Mestel and his incredible team at Primary Wave.”
“Music is synonymous with India and Times Music has built an incredible catalogue with amazing global potential,” said, Mandar Thakur, COO, Times Music. “Our partnership with Primary Wave will enable us to further accelerate our catalogue acquisition, acquire new music and reach worldwide audiences,” he added.
“We are looking forward to working with Mandar and his entire Times Music team who are among the best in the rapidly growing Indian music business,” said, Larry Mestel, CEO & Founder, Primary Wave Music.“They have built an extraordinary company utilizing their creativity, tenacity and tremendous marketing skills, and we are honored to be their partners in India,” he added.
Primary Wave Music’s David Loiterton, adds, “Music is becoming more global every day. Our partnership with Times Music will enable both companies to continue to push the boundaries of what success looks like in today’s music business, within India and in the international markets.”
Ramon Villa, Chief Operating Officer of Primary Wave and Amy Ortner, General Counsel, working closely with N. Subramanian and Theja Kolla of the Times of India Group, negotiated the new partnership.
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