Primary Wave Music, a leading independent music marketing, talent management, and music publishing company, has promoted top executive, Marty Silverstone, to Sr. VP of Creative/Head of Sync. Based in Primary Wave’s L.A. office and formerly the VP of Creative/Head of Film & TV, where he focused on film and TV placements, Silverstone will now oversee the entire sync department including film, TV, advertising, video games, and new media. As a result of this recent promotion, he will also focus on new catalog acquisitions and artist signings.
“As a company, we always have an eye on bigger-picture catalog marketing and artist development,” explains Silverstone. “The Primary Wave sync team is very proactive, and we’re fortunate to have additional in-house support from Primary Wave’s other divisions, such as our digital marketing and social media team, who help us build upon the placements that we land.”
Part of the Primary Wave team for over four years, Silverstone has driven sync activity in all media with major placements in film, TV and advertising campaigns for artists such as Hall & Oates, Kurt Cobain, Steven Tyler, Def Leppard and Chicago. Recent placements include writer/artist L.P. on Homeland (Showtime) and CSI: Crime Scene Investigation (CBS); cover version-uses of Nirvana’s iconic “Come As You Are” in both Private Practice (ABC) and the SyFy Network’s Defiance; as well as original theme and music score for projects such as The Fight Game (HBO) by The Boxer Rebellion. Additionally, Silverstone has distinguished himself from others in his field by working closely with key music supervisors, writers, and directors to facilitate early stage collaboration, resulting in unique music integrations. Recent examples include Graham Parker’s extensive role in Judd Apatow’s This is 40, the band Chicago in the HBO film Clear History, and most recently, a successful integration for the emerging artist RIVVRS on NBC’s About a Boy.
In addition to landing top sync placements in film, TV, advertising, video games, and new media for their publishing clients, Primary Wave has also spearheaded creative licensing deals, focusing on leveraging their legacy catalogs in innovative ways. Examples include, brokering a deal with Converse to create a limited edition run of Kurt Cobain sneakers; executing an Aerosmith marketing campaign with the 1st-ever artist branded scratch-off lottery ticket; an animated cartoon J-stache, based on John Oates’ (of Hall & Oates) signature moustache; and most recently a partnership with BOOM! Town and Wieden + Kennedy Entertainment to release underground musician and artist Daniel Johnston’s debut graphic novel, Space Ducks: An Infinite Comic Book of Musical Greatness.