Primary Wave Music has entered into a new partnership with Pete Townshend, the co-founder and principal songwriter of legendary British rock band The Who.
According to a press release issued on Thursday (May 14), the deal will see Primary Wave partner with Townshend “on the exploitation of his name, image, and likeness and the development and exploitation of future creative projects”.
Varietyreports, citing sources, that the transaction is a $100 million-plus deal that includes the acquisition of “certain music rights” along with Townshend’s “name, image and likeness assets”.
Spirit Music Group acquired Pete Townshend‘s interest in his entire song catalog in 2012. It was reported at the time that the deal was estimated at up to $100 million. It is understood that the company no longer holds that interest in Townshend‘s song rights.
Variety also notes that Townshend’s solo recorded-music rights are held by a separate entity – formerly known as Eel Pie Recording Productions, now Extended Play Limited, according to the UK’s Companies House – with many titles distributed by Universal Music.
The Who‘s classic recorded music catalog is owned and distributed byUniversal Music Group.
The press release noted that Primary Wave’s licensing and sync division has already “been actively working with Townshend and the copyright owners of his catalog to place his songs across film and television”.
Townshend will also have access to Primary Wave‘s digital department to build a social media presence, the press release added.
Commenting on the new partnership, Pete Townshend said: “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. Their entire team exhibit an energy that is truly stimulating.
“Challenging too. I need that. I write songs, stories and poetry, and even draw and paint almost every day of my life. I work with musicians and other creatives, and spend a lot of my time building charitable solutions for organizations that help young creative people grow and succeed in this very hard time. Music is my main medium.”
“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.”
Pete Townshend
He added: “With my incredibly talented wife Rachel I have been supported on every level to remain as young as I can, and if I get too old to paint I will borrow Matisses’s scissors. I have a feeling Primary Wave are sharpening up a special pair for me.
“Then there is Roger and all my friends and colleagues in and around The Who. We are always trying to come up with SOMETHING special, and God Willing will continue to do that, hoping one day we can astound you the way we used to. I have always been something of an ex-art student, and that means my work spans a lot of genres. Primary Wave span even more genres than I do, and I know we will have a lot of fun working together. Our first few meetings have been wonderfully inspiring moments of shared adventure.”
“We are honored that he has chosen Primary Wave as a partner and collaborator and look forward to creating new opportunities together.”
Primary Wave’s CEO & Founder Larry Mestel said: “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.”
“There is no rock music without the genius of Pete Townshend.”
Adam Lowenberg, Primary Wave
Adam Lowenberg, Primary Wave’s Chief Marketing Officer, added: “There is no rock music without the genius of Pete Townshend.
“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.”
Over a career spanning more than 60 years, Townshend has written and performed on songs including My Generation, Baba O’Riley, Behind Blue Eyes, Pinball Wizard, Won’t Get Fooled Again, and Let My Love Open the Door.
He was inducted into the Rock and Roll Hall of Fame as a member of The Who in 1990, received a Grammy Lifetime Achievement Award (also as a member of The Who) in 2001, and received Kennedy Center Honors in 2008.
His rock opera Tommy was adapted into a Broadway musical that received 11 Tony Award nominations in 1993, winning five – including Best Original Score for Townshend.
A revival of the show opened on Broadway in March 2024 and ran until July of that year.
Townshend‘s other major rock opera, Quadrophenia, written entirely by him and originally released in 1973, was adapted as a ballet last year.
Choreographed by Paul Roberts and directed by Rob Ashford, the production premiered as part of a UK tour in May 2025 before its official opening at Sadler’s Wells Theatre in London in June 2025.
It subsequently transferred to New York City Center for a limited run in November 2025.
The Townshend deal marks the latest in a string of name, image and likeness partnerships for Primary Wave, which says it was one of the first music companies to invest in NIL rights when it launched in 2006.
The company’s broader strategy for leveraging NIL rights was underscored last year by the launch of Bob Marley Hope Road, an immersive live show in Las Vegas built around the late reggae icon’s name and image.
Primary Wave CEO Larry Mestel has said that the company has 30-plus content pieces in development, from immersive experiences to biographical films and exhibitions, across its roster of legacy artists.
Other recent deals with a NIL component include a partnership covering the estate of Harry Chapin, announced last month, and a deal for the catalog and NIL rights of Eartha Kitt in March.
In 2025, the company acquired a stake in the Notorious B.I.G. estate, covering recordings, publishing, and NIL rights, in a deal that valued the late rapper’s catalog at over $200 million.
The New York-headquartered company recently closed its fourth flagship music fund at $2.225 billion in total commitments, exceeding both its $1.5 billion target and $2 billion hard cap.
In March, Primary Wave announced a definitive agreement to acquire Kobalt from Francisco Partners, in a transaction that includes investment from Brookfield Asset Management and is expected to close in Q3 2026.
The company’s portfolio spans rights in the music of Prince, Bob Marley, Whitney Houston, Stevie Nicks, James Brown, Smokey Robinson, Def Leppard, Aerosmith, and many others.Music Business Worldwide
