{"id":2416702,"date":"2026-05-14T16:21:07","date_gmt":"2026-05-14T16:21:07","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2416702"},"modified":"2026-05-14T16:21:07","modified_gmt":"2026-05-14T16:21:07","slug":"pete-townshend-partners-with-primary-wave-in-new-deal-reports","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/pete-townshend-partners-with-primary-wave-in-new-deal-reports\/","title":{"rendered":"Pete Townshend Partners With Primary Wave in New Deal: Reports"},"content":{"rendered":"

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\n\tThe Who\u2019<\/a>s Pete Townshend<\/a> has reached a deal with Primary Wave<\/a> that will focus on the English rocker\u2019s name, image and likeness.<\/p>\n

\n\tAlthough the band\u2019s co-founder previously sold his publishing and other interests to Spirit Music for a reported $100 million a few years ago, Primary Wave will also acquire certain music rights, according to The Hollywood Reporter<\/em><\/a> and Variety<\/em><\/a>, who placed terms of the deal at nine-figures.<\/p>\n

\n\t\u201cMoving forward with my creative and performative work with Primary Wave, at this time of my life when most creatives might be slowing down, is a joy for me,\u201d Townshend said in a statement obtained by The Hollywood Reporter<\/em>. \u201cTheir entire team exhibits an energy that is truly stimulating. Challenging too. I need that.\u201d<\/p>\n

\n\tPrimary Wave said it will be working in tandem with Spirit Music to further place the Who\u2019s catalog in more films and television programs. \u201cThere is no rock music without the genius of Pete Townshend<\/a>,\u201d Adam Lowenberg, Primary Wave\u2019s chief marketing officer, added in a statement. \u201cAn artist, innovator and songwriter who stands alone in his own category of icon and legend. We are extremely honored to partner with Pete on his future endeavors.\u201d<\/p>\n

\n\tRolling Stone <\/em>has reached out to Primary Wave for further comment. <\/p>\n

\n\tLast year, Townshend, 80, told Rolling Stone<\/em><\/a> that he still was hellbent on pursuing new ideas and creative outlets.\u00a0 \u201cI\u2019ve got maybe 10 years left as a creative,\u201d he said. \u201cSo I\u2019m doing all kinds of interesting things, theatrical projects, art projects, book projects, working. I\u2019ve done four record productions in the past couple of years. I\u2019ve just done a thing with my friend, Reg Meuross, a song cycle about Woody Guthrie called Fire and Dust<\/a>. I did an album with the Bookshop band.<\/a> They write songs about books. I produced an album with a young indie band called the Wild Things.<\/a>\u201d<\/p>\n

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\t\tTrending Stories<\/p>\n<\/h2>\n<\/section>\n

\n\tPrimary Wave has been in the business of snapping up catalogs and image rights from some of music\u2019s biggest names over the past few years. This February, it acquired Britney Spears\u2019 massive catalog, and bought a 50 percent stake in The Notorious B.I.G.\u2019s estate<\/a> last March. The company has also reached deals with the estates of Whitney Houston, Bob Marley, Prince<\/a>, and Cars leader Ric Ocasek. Stevie Nicks sold her publishing rights to the company in 2020.<\/p>\n

\n\tAcquisition deals can be extremely lucrative for artists, allowing them to receive a significant payout and relieving them of the time-consuming responsibility of overseeing an entire estate and catalog of music.<\/p>\n<\/div>\n

\u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n

\u2018 Some details of this article were extracted from the following source www.rollingstone.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The Who\u2019s Pete Townshend has reached a deal with Primary Wave that will focus on the English rocker\u2019s name, image and likeness. Although the band\u2019s co-founder previously sold his publishing and other interests to Spirit Music for a reported $100 million a few years ago, Primary Wave will also acquire certain music rights, according to […]<\/p>\n","protected":false},"author":2,"featured_media":2416704,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25179],"tags":[349471,340717,352363],"class_list":["post-2416702","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-music","tag-pete-townshend","tag-primary-wave","tag-the-who"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/05\/Pete-Townshend-Partners-With-Primary-Wave-in-New-Deal-Reports.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2416702","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2416702"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2416702\/revisions"}],"predecessor-version":[{"id":2416706,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2416702\/revisions\/2416706"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2416704"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2416702"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2416702"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2416702"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}