Primary Wave Acquires Pete Townshend’s Music, Image, and Likeness Rights

Primary Wave has closed a deal with Pete Townshend to acquire rights to his music, image, likeness, and name. The agreement, reported by Variety, includes the publishing rights to songs like “My Generation” and “Won’t Get Fooled Again,” which were previously held by Spirit Music after a $100-million sale in 2017.

The move signals a deepening partnership. Townshend, who turns 81 next week, framed it as a creative push rather than a retreat. “Moving forward with my creative and performative work with Primary Wave, at this time of my life when most creatives might be slowing down, is a joy for me,” he said in a statement. “Their entire team exhibits an energy that is truly stimulating. Challenging too. I need that.”

Primary Wave’s chief marketing officer Adam Lowenberg called Townshend “an artist, innovator and songwriter who stands alone in his own category of icon and legend.” The company’s typical playbook involves revitalizing catalogues through syncs, archival releases, and new creative projects. For Townshend, that means more mining of The Who’s concept albums Tommy and Quadrophenia, which have already been adapted into films, musicals, and even a ballet last year.

The guitarist made clear The Who remains central. “Then there is Roger (Daltrey) and all my friends and colleagues in and around The Who. We are always trying to come up with SOMETHING special,” he said. Last year’s North American tour was billed as the band’s last in the region, but the deal suggests no shortage of future plans, whether one-offs or European dates. At 81, Townshend is positioning himself for a late-stage chapter built on his own terms, with a partner that wants to keep the catalogue alive.