Primary Wave Music Welcomes Camille Hackney to Lead Brand Division: A Strategic Move for Music and Marketing

Primary Wave Music, a global independent music publishing, talent management, and marketing company, has announced a significant expansion of its executive team. Industry veteran Camille Hackney, a seasoned professional with a sterling track record, has officially joined the company as President of its newly formed Brand Division.

This strategic appointment underscores Primary Wave's commitment to innovation and its forward-thinking approach to leveraging intellectual property across diverse sectors.

Hackney brings a wealth of experience and a deep understanding of the intersection between music, entertainment, and consumer brands.

Her illustrious career includes a transformative 24-year tenure at Atlantic Records, where she served as Executive Vice President of Brand Partnerships and Commercial Licensing. During her time at Atlantic, she was instrumental in forging groundbreaking collaborations, orchestrating hundreds of millions of dollars in deals, and creating iconic campaigns that resonated deeply with audiences and generated substantial revenue.

Her work notably included partnerships with major brands like Coca-Cola, Nike, Google, and Pepsi, integrating artists like Bruno Mars, Ed Sheeran, Cardi B, and Lizzo into unforgettable marketing initiatives.

In her new role at Primary Wave, Hackney will be responsible for overseeing all brand partnerships, sync licensing, and advertising initiatives.

Her primary objective will be to identify and cultivate opportunities that align Primary Wave’s vast catalog of legendary artists and songwriters with leading global brands. The company boasts an unparalleled roster, including icons such as Whitney Houston, Prince, Bob Marley, Stevie Nicks, and James Brown, offering a rich tapestry of cultural relevance for potential brand collaborations.

Larry Mestel, CEO and Founder of Primary Wave Music, expressed immense enthusiasm for Hackney's arrival.

“Camille is a visionary leader with an incredible reputation and an unparalleled network. Her ability to connect artists with brands in authentic and impactful ways is exactly what we need as we continue to expand our global footprint and diversify our revenue streams. This is a game-changer for Primary Wave, our artists, and our partners,” Mestel stated.

Hackney herself shared her excitement about joining Primary Wave, noting the company’s innovative spirit and the immense potential of its catalog.

“I am incredibly honored and thrilled to join Larry and the dynamic team at Primary Wave. Their unique approach to managing and developing iconic intellectual property presents an incredible opportunity to create groundbreaking partnerships that truly resonate with consumers and generate significant value for artists.

I look forward to building a world-class Brand Division that sets new industry standards,” she commented.

Before her celebrated career at Atlantic Records, Hackney held significant roles at prominent companies such as Tommy Boy Records, HBO, and Deutsch Advertising. Her diverse background has equipped her with a comprehensive perspective on the entertainment and marketing landscapes.

Beyond her corporate achievements, Hackney is a highly respected figure within the industry, serving on the boards of organizations such as the T.J. Martell Foundation and the Atlantic Records Foundation, further cementing her influence and commitment to community.

Hackney's appointment marks a pivotal moment for Primary Wave Music as it strategically positions itself for continued growth and innovation in the evolving global entertainment market.

Her leadership is expected to unlock new avenues for collaboration, amplify the legacy of its artists, and solidify Primary Wave’s position as a powerhouse in music publishing and brand integration.