Primary Wave Acquires Music Catalog
The primary wave is reported to have acquired a significant share in the PARTIOUS BIG Big PLUS musical catalog, with rights related to a transaction estimated between 100 and 150 million dollars.
This information comes from Hollywood Reporter, which reported on Friday (February 28). Sources indicate the transaction is expected to be completed within the next few weeks.
According to the report, it is anticipated that the deal “will cover 50% of both publications and a master, with the right to advertise included.”
As noted by Hollywood Reporter, referencing “numerous sources”, the rights to the rapper’s catalog are “on the table for 100 million dollars“, suggesting the final price may be higher, potentially including an additional 30 to 50 million dollars.
A source stated that the final price could be in the eight figures, not nine.
Legacy of Notorious B.I.G.
Born Christopher Wallace and also known as Biggie Smalls, the estate of the Brooklyn rapper is represented by Mark Pitts and Wayne Barrow of Fasted Entertainment, who previously collaborated with Wallace at Bad Boy Records. The acquisition is reportedly led by Larry Messenger and partner Steve Greener.
The transaction comes shortly after the passing of Volletta Wallace, the rapper’s mother, who died last week at the age of 78. She played a crucial role in managing her son’s legacy following his tragic death in 1997, creating a biographical film about him and overseeing his estate management.
Founded in 2006, Primary Wave is an independent music company and talent management firm that boasts a portfolio including the rights to works by Bob Marley, Whitney Houston, Stevie Nicks, and Luther Vandross. Their strategy emphasizes acquiring catalogs from heritage artists as musical rights continue to increase in value.
Recent initiatives include signing a deal with the marketing administration and publication rights with Grammy-winning songwriter and contractor Jimmy Webb, along with agreements with the estate of country-folk singer-songwriter Jerry Jeff Walker, Grammy-winning violinist Yitzhak Perlman, Feels So Good composer Chuck Mangione, and Extreme featuring Nuno Bettencourt.
In recent years, the market for music catalogs has surged, with artists like Bruce Springsteen and Bob Dylan securing transactions worth hundreds of millions. Analysts predict that the class of publishing assets could exceed 10 billion dollars by 2030.
Considered one of hip-hop’s greatest artists, Wallace crafted some of the genre’s most iconic tracks. His debut album Ready to Die (1994) featured hits like Juicy and Big Poppa.
His posthumous second album, Life After Death (1997), included tracks such as Hypnotize and Mo Money Mo Problems, earning several Grammy nominations. The album was released two weeks after his untimely shooting in Los Angeles.
Following his death at the age of 24, the Wallace estate generated income through licensing deals, merchandising, and posthumous releases. His legacy has been chronicled in the feature film Notorious and several documentaries. In 2020, he was inducted into the Rock & Roll Hall of Fame.
Warner Music Group launched a 90s-style video game centered around the rapper in December 2023, in partnership with the decentralized virtual gaming world, The Sandbox. The game, titled Wandering, Big, immerses players in an environment where Wallace reigns supreme.
In April 2023, Warner Music introduced a visual podcast series that explores the final album of Notorious B.I.G. on Canal Rock, titled Famous Notes: Life After Death.
Notorious B.I.G. estate nears $100m+ music rights deal with Primary Wave (report)
