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Primary Wave and Universal’s Virgin Music ink global deal – Music Business Worldwide

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Primary Wave Music has entered into a worldwide distribution agreement with Virgin Music Label & Artist Services, which was launched by Universal Music Group  in February.

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The deal, which covers master recordings from within the Primary Wave Music catalog, spans all physical and digital distribution channels and will focus on releases from Primary Wave Music’s strategic partner The Gaither Group, which owns the labels Gaither Music, Green Hill and Emerald Wave.

The legendary Sun Records, home to classic recordings by Johnny Cash, Jerry Lee Lewis, Carl Perkins and others, will also deliver releases under deal. The label was acquired by Primary Wave Music in January.

The companies say that the agreement is designed to expand the global reach and resources available to Primary Wave Music and The Gaither Group’s labels, and will also enable those entities to draw on Virgin’s label services for commercial support, radio promotion and more.

The partnership also includes the opportunity for artists to partner with the Gaither platform for faith-based content, as Gaither Music will continue its long-standing relationship with Capitol Christian Music Group (CCMG) as part of the CMG family.

The news was announced today by Virgin President Jacqueline Saturn, Virgin General Manager Matt Sawin, and The Gaither Group President Paul Sizelove.

Since striking a strategic partnership with Primary Wave Music in 2019, The Gaither Group says that it has seen “significant growth” in its consumer reach through such avenues as weekly exposure on television and through SiriusXM’s enLighten channel, Gaither’s YouTube channel  (2m subscribers) and its More Than The Music podcast, which launched in April of 2020.

Gaither says that its Green Hill Label has also grown significantly through strategic partnerships with artists including Jim Brickman, Olivia Newton-John and Celtic Thunder, as well as through its acquisition of the Rural Rhythm catalog and the launch of Emerald Wave by Green Hill, which targets the wellness market.

Green Hill will also be releasing new albums by Paul Anka and Frankie Valli later this year.

“We are so excited to begin this relationship with Primary Wave Music and The Gaither Group as their new distribution partner.

Jacqueline Saturn and Matt Sawin, Virgin

Virgin’s Saturn and Sawin said: “We are so excited to begin this relationship with Primary Wave Music and The Gaither Group as their new distribution partner.

“Both companies are so forward thinking and always looking to create new opportunities to build awareness and audiences for their artists and music.

“Their approach perfectly aligns with ours, and we look forward to many years of success together.”

“I look forward to creating a partnership of continued success as we develop further strategic distribution opportunities worldwide with the Virgin and CMG teams.”

Paul Sizelove, Gaither Music Group

Paul Sizelove, President of Gaither Music Group added: “We are very excited about Gaither Music Group’s new alliance with Virgin Music Label & Artist Services and Capitol Music Group.

“After decades of building a firm foundation with Capitol Christian Music Group, Gaither Music and Green Hill Music have experienced exponential growth over the past few years.

“The rapid expansion of our family of labels, including our recent addition of Sun Records, makes this a great opportunity and ideal home for our artists and initiatives.

“I look forward to creating a partnership of continued success as we develop further strategic distribution opportunities worldwide with the Virgin and CMG teams.”Music Business Worldwide

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