The partnership gives Primary Wave a stake in Wilson Pickett’s publishing and his name, image and likeness rights, with marketing, sync and film work ahead.
Primary Wave has struck a new partnership with the estate of Wilson Pickett, adding another classic soul catalog to its roster and extending its reach into the singer’s name, image and likeness rights.
The deal covers a stake in Pickett’s music publishing catalog. It also gives Primary Wave a share of his NIL rights. Financial terms were not disclosed.
What the estate gets from the partnership
Primary Wave said the estate will have access to its marketing team and publishing infrastructure. The companies plan to work on marketing, branding, digital and sync opportunities, along with film and television projects built around Pickett’s legacy.
Pickett, who died in 2006 at 64, remains one of the most durable names in soul and R&B. His best-known recordings include “In the Midnight Hour,” which he co-wrote, along with his versions of “Mustang Sally” and “Land of 1000 Dances.”
According to Primary Wave, Pickett recorded more than 50 songs that reached the U.S. R&B charts, with many crossing over to the Billboard Hot 100.
A catalog with deep chart history
“In the Midnight Hour,” written with Steve Cropper, was released in 1965 and reached No. 1 on the R&B chart and No. 21 on the Billboard Hot 100. Primary Wave said the single sold more than a million copies and earned a Grammy nomination. The company also noted that it acquired Cropper’s publishing catalog in 2016, putting it on both sides of that writer credit.
“Mustang Sally,” released in 1966, reached No. 6 on the R&B chart and No. 23 on the Hot 100. “Land of 1000 Dances,” also released in 1966, became Pickett’s third R&B No. 1 and reached No. 6 on the Hot 100, his highest pop chart position. Primary Wave said that single also sold more than a million copies.
Pickett’s songs have been recorded by Led Zeppelin, The Rolling Stones, Booker T. & The MGs, Genesis, Los Lobos and Bruce Springsteen, the company said. He was a five-time Grammy nominee and was inducted into the Rock and Roll Hall of Fame in 1991.
Primary Wave keeps building on legacy rights
The Pickett deal lands during a busy stretch for Primary Wave, which has been stacking catalog, recording and NIL partnerships across legacy acts. In June, the company struck a deal with the estate of Donna Summer covering her catalog, her recordings and her name, image and likeness rights. In July, it partnered with Foreigner co-founder Mick Jones in an agreement covering his publishing and recording catalogs, plus the band’s name, image and likeness and its touring.
Those transactions followed Primary Wave’s acquisition of Kobalt, which closed on July 7 in a transaction worth around $1.5 billion. The company also closed its fourth flagship music fund at $2.225 billion in April, above both its $1.5 billion target and its $2 billion hard cap.
Founded by Larry Mestel in 2006, Primary Wave says its portfolio includes rights in the music of Bob Marley, Prince, Whitney Houston, James Brown, Ray Charles and Smokey Robinson, among others. For the Pickett estate, the pitch is clear: keep the catalog active, keep the brand visible, and turn a legacy into a working asset.
