PRIMARY WAVE EXPANDS DEF LEPPARD DEAL

Primary Wave Music is pouring a little sugar on its partnership with Def Leppard: It's acquiring an additional stake in the band’s music-publishing catalog and royalty income stream from recordings.

Many of the band’s biggest hits are included in the deal—“Rock of Ages,” “Photograph” and, of course, “Pour Some Sugar on Me.”

Primary Wave and Def Leppard first joined forces in 2009 when the company started marketing and administering the act's catalog.

Said Rob Dippold, PWM Partner & Chief Digital Strategy Officer, “With Def Leppard celebrating 45 years as a band this year, we're beyond excited to partner further with them in an even more meaningful way.”

Primary Wave's sync team has placed Def Leppard songs on TV shows such as Cobra Kai and American Horror Story 1984, while its digital division has been instrumental in building Def Lepp’s online audience since the band debuted its catalog on streaming and download platforms in January 2018.