Pete Townshend Enters Name, Image and Likeness Partnership with Primary Wave

The Who co-founder Pete Townshend. Courtesy Primary Wave

Pete Townshend is entering a new partnership with Primary Wave focused on the legendary The Who co-founder’s name, image and likeness, the company confirmed on Thursday.

Financial terms of the partnership weren’t disclosed. In a press release, Primary Wave touted the deal’s “potential for branding and content opportunities.” Primary Wave said the company is already working with Townshend to “establish a footprint across social media channels,” further adding that the company is working with the copyright holders on Townshend’s catalog to get his music placed in films and TV shows. (Townshend sold his interest in his publishing catalog to Spirit Music Group back in 2012.)

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(L-R) Simon Townshend, John Button, Roger Daltrey and Zak Starkey of the British band The Who perform live on stage during a concert at the Waldbuehne on June 20, 2023 in Berlin, Germany.

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“Moving 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,” Townshend said in a statement. “Their entire team exhibits an energy that is truly stimulating. Challenging too. I need that.”

As Primary Wave CEO Larry Mestel added: “Pete Townshend is one of the greatest and most influential rock icons in music history. We are honored that he has chosen Primary Wave as a partner and collaborator and look forward to creating new opportunities together.”

The deal is just the latest for Primary Wave, which closed a massive landmark acquisition earlier this year in buying music publisher Kobalt, establishing Primary Wave as one of the most powerful indie music companies in the industry. Primary Wave had already been particularly active in the catalog acquisition space, making deals with the likes of Stevie Nicks, Patti LaBelle and Britney Spears, among others.

“There is no rock music without the genius of Pete Townshend,” Primary Wave chief marketing officer Adam Lowenberg said in a statement. “An 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.”