As we enter 2025, it is refreshing to reflect on how the music industry continues to evolve. A key player in this evolution is Primary Wave Music, a leading independent music marketing, talent management, and music publishing company. In a significant move, the company has recently promoted its top executive, Marty Silverstone, to the role of Sr. VP of Creative/Head of Sync. His previous focus on film and TV placements will now expand to cover the entire sync department, encompassing film, TV, advertising, video games, and new media. This promotion also sees Silverstone broadening his outlook to new catalog acquisitions and signings, laying the groundwork for further growth and innovation in the sector.
Marty Silverstone’s Promotion at Primary Wave Music
Based in Primary Wave’s L.A. office, Silverstone’s promotion from VP of Creative/Head of Film &; TV marks an expansion of his responsibilities. Not only will he now oversee the entire sync department, but he will also focus on new catalog acquisitions and signings.
Silverstone’s Approach to Syncing
Under Silverstone’s leadership, the Primary Wave sync team has been proactive in securing major placements in film, TV, and advertising campaigns for artists such as Hall &; Oates, Kurt Cobain, Steven Tyler, Def Leppard, and Chicago. This includes recent placements like writer/ L.P. on Homeland (Showtime) and CSI: Crime Scene Investigation (CBS).
Successful Integrations
By working closely with key music supervisors, writers, and directors, Silverstone has facilitated early-stage collaborations that result in unique music integrations. These initiatives have included Graham Parker’s extensive role in Judd Apatow’s This is 40, the band Chicago in the HBO film Clear History, and a successful integration for emerging artist RIVVRS on NBC’s About a Boy.
Innovative Licensing Deals at Primary Wave
Primary Wave, under Silverstone’s leadership, has also spearheaded creative licensing deals. These innovative projects leverage their legacy catalogs in inventive ways, from creating a limited edition run of Kurt Cobain sneakers with Converse to executing an Aerosmith marketing campaign with the first-ever artist-branded scratch-off lottery ticket.
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