Primary Wave Music joins hands with Times Music

Under the terms of the deal, Primary Wave will invest significant capital in Times Music and provide resources for further Indian catalogue investments. It will also help accelerate the growth of Times Music’s regional, film, and non-film music catalogues in global markets.

Times Music’s catalog has some of India’s best film, pop, regional and spiritual songs, and recordings. The company has benefited from an explosion of digital growth in streaming in India.

The overall Indian music market grew 35% to $319 million in 2022 and is set for substantial growth in 2023. Times Music is now primed to make significant investments in Bollywood and South Indian cinema music, as well as in iconic Indian catalogs.

Primary Wave’s partnership with Times Music is another step in its expansion into international markets, providing its artists, songwriters, and management clients a wider reach.

The partnership will provide Primary Wave and its artists an opportunity to be introduced to a significant new global market across platforms from streaming to live performances and more.

On the other hand, Primary Wave will assist the Times Music team in finding opportunities in the US, Europe, and other global markets in A&R, branding, synch, film & TV, and digital marketing.Times Group MD Vineet Jain said, “Times Music’s strategic partnership with Primary Wave is a proud moment for us at the Times Group. As the company progresses to the next phase of its expansion in the broader entertainment space, we look forward to an exciting future ahead with Larry Mestel and his incredible team at Primary Wave.”

“Music is synonymous with India and Times Music has built an incredible catalogue with amazing global potential,” added Times Music COO Mandar Thakur. “Our partnership with Primary Wave will enable us to further accelerate our catalogue acquisition, acquire new music and reach worldwide audiences.”

“We are looking forward to working with Mandar and his entire Times Music team who are among the best in the rapidly growing Indian music business,” says Larry Mestel, CEO & Founder, Primary Wave Music. “They have built an extraordinary company utilizing their creativity, tenacity and tremendous marketing skills, and we are honoured to be their partners in India,” he added.

Primary Wave Music’s David Loiterton said, “Music is becoming more global every day. Our partnership with Times Music will enable both companies to continue to push the boundaries of what success looks like in today’s music business, within India and in the international markets.”