Primary Wave Marketing Book - Flipbook - Page 61
Brazil
INDIA
Primary Wave’s strategic partnership with leading
Indian label Times Music creates a dynamic two-way
marketing platform: driving Times’ repertoire globally
and expanding Primary Wave’s catalog in India.
Primary Wave Music partners with the Brazilian music
company Nas Nuvens catalog. Terms of the deal will
see the publishing giant invest in further Brazilian
music publishing catalogs and acquisitions.
Established in 1998, Mumbai-based Times Music is a fullstack record label, music publisher, and talent management
powerhouse. Now a joint venture between India’s media
conglomerate The Times Group and Primary Wave, its
expansive library spans Bollywood, Pop, Rock, and Spiritual
music. It also holds a major footprint in the Punjabi and
South-Indian markets through its sub-labels, Junglee Music
(film) and “ffs.” (indie).
Nas Nuvens Catalog (NNC) is one of Brazil’s most successful
music companies, built on a framework directly inspired
by Primary Wave’s own business model. NNC partners
with artists to acquire partial stakes in their work, focusing
strictly on legendary and iconic music. Today, the company
controls over 30,000 songs from highly influential Brazilian
and global creators, including Carlinhos Brown, Arlindo
Cruz, Vanessa da Mata, Torquato Neto, Rodolfo Abrantes,
Vinicius Cantuária, César Augusto, and Accioly Neto.
Through this venture, Primary Wave and Times will continue
to co-invest in legendary Indian catalogs, new music, and
cross-border A&R opportunities.
Carlinhos Brown
Velha Infância
Primary Wave’s strategic partnership with Southeast
Asia’s digital music powerhouse POPS Music creates
a dynamic two-way distribution platform: elevating
POPS Music’s repertoire globally while expanding
Primary Wave’s catalog across Southeast Asia.
POPS Music is a market-leading digital music company
in the region, specializing in distribution, marketing, label
services, and publishing. By combining industry expertise
with top-tier digital execution, the company focuses on
building sustainable artist brands that scale across cultures
and platforms.
Through this upcoming venture, Primary Wave and POPS
Music will actively co-invest in iconic Southeast Asian
catalogs and new releases. The partnership will also drive
joint marketing, live experiences, and cross-border A&R
opportunities for both rosters.
