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Pete Townshend, the legendary guitarist and co-founder of The Who, is partnering-up with Primary Wave Music on a range of creative rights.
Announced Thursday, May 14, the new relationship will Primary Wave sees the independent music company closely involved in the exploitation of Townshend’s name, image, and likeness and the development and exploitation of future creative projects.
Townshend, now 80, gave the world his trademark windmill guitar strum, and wrote and performed on some of rock’s most enduring anthems, including “My Generation,” “Baba O’Riley,” “Behind Blue Eyes,” “Pinball Wizard,” “Won’t Get Fooled Again,” and “Let My Love Open the Door.” But his creative output isn’t limited to contemporary music.
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Over time, he has worked on rock operas, stage musicals, ballets, and in 2007 launched the interactive online project “Lifehouse Method,” projects that make for “an ideal collaboration,” a statement reads.
With Primary Wave’s hands-on approach to marketing music and Townshend’s deep catalog and vision, “the potential for branding and content opportunities is boundless,” the statement continues. Also, Townshend will have access to the company’s digital department to establish a footprint across social media channels. The veteran British artist has already begun building a presence amongst the business’ licensing and sync unit, which is said to be actively working with Townshend and the copyright owners of his catalog to place his songs across film and television.
Financial terms weren’t disclosed.
“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,” Townshend comments.
As for The Who, who knows if new music will come to pass. The band has primarily operated as the duo of frontman Roger Daltrey and Townshend, since the death of two key members, drummer Keith Moon (who passed in 1978, aged 32) and bass player John Entwistle (2002, aged 57), and turned off the amps in 2025 with the completion of a final run of shows in North America as part of a farewell tour. Never say never. “We are always trying to come up with SOMETHING special,” Townshend continues, “and God Willing will continue to do that, hoping one day we can astound you the way we used to.”
Townshend, Daltrey and Entwistle first performed live together as The Detours in 1962, and officially became The Who in 1964, with Moon completing the classic lineup in May of that year. Since then, Townshend has sold over 100 million albums worldwide as a solo artist and as a member of The Who, which was inducted into the Rock and Roll Hall of Fame in 1990. Additionally, Townshend has been recognized for his work with the Brit Award for Lifetime Achievement in 1983, a Grammy Lifetime Achievement award in 2001, induction into the UK Music Hall of Fame in 2005, and in 2008 he was saluted with Kennedy Center Honors.
“Pete Townshend is one of the greatest and most influential rock icons in music history,” comments Primary Wave’s CEO and founder Larry Mestel. “We are honored that he has chosen Primary Wave as a partner and collaborator and look forward to creating new opportunities together.”
Adds Adam Lowenberg, Primary Wave’s chief marketing officer: “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.”
Primary Wave already holds stakes in catalogs for Prince, Whitney Houston, Notorious B.I.G., Bob Marley and Britney Spears, among many others.
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