Primary Wave Music has announced a partnership with iconic rock guitarist and songwriter Pete Townshend.

The collaboration will see Townshend working with Primary Wave on the exploitation of his name, image, and likeness as well as future creative projects.

As part of THE WHO, Townshend is renowned for pioneering rock operas and stage musicals such as "Tommy" and "Quadrophenia".

His partnership with Primary Wave makes for an ideal collaboration given the company's extensive expertise in marketing music and Townshend's iconic catalog and vision.

The potential for branding and content opportunities appears boundless.

Townshend has sold over 100 million albums worldwide as a solo artist and as part of THE WHO, and has been recognized for his work by the Recording Academy who presented him with a Grammy Lifetime Achievement award in 2001.

Additionally, Townshend received the Brit Award for Lifetime Achievement in 1983 and was inducted into the Rock And Roll Hall Of Fame in 1990.

This new relationship is a testament to Primary Wave's commitment to partnering with legendary artists such as Townshend.

As stated by Pete Townshend himself: "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.