Primary Wave Music has promoted two members of its creative and sync divisions. Peter Kurczaba has been elevated to Vice President, Creative Sync, while Cleome Barber has been promoted to Director, Creative A&R.
Both executives will continue to operate out of the company’s Los Angeles office and report to Marty Silverstone, President of Global Sync, and Justin Shukat, President of Primary Wave Music, respectively.
Kurczaba, a nine-year veteran of Primary Wave who began as an intern, previously held the role of Senior Director, Creative Sync. Over the past year, he was involved in significant placements across film, television, and advertising, including Apple TV’s Bad Monkey, Yellowjackets, Mickey 17, and campaigns for the US Open, PGA Tour, Dr. Pepper, and Universal Studios.
He also contributed to the original and Emmy-winning song A Beautiful Game by Ed Sheeran, co-written with Max Martin and Foy Vance.
“After nearly a decade at Primary Wave, I continue to be inspired by the creativity, care, and collaboration that define our team.”
Peter Kurczaba
In his new role, Kurczaba will continue to oversee sync activities across multiple media outlets and work closely with Primary Wave’s creative team to source remixes and covers from catalogs such as Sun Records, Sly & the Family Stone, Isaac Hayes, and David Porter.
“After nearly a decade at Primary Wave, I continue to be inspired by the creativity, care, and collaboration that define our team,” Kurczaba said. “It’s been incredible to see our growth and impact under Marty’s leadership, and I’m excited to keep creating new opportunities for our iconic artists and songwriters.”
Silverstone added: “It’s been very rewarding to see Peter grow as a creative executive over the past decade. He brings a rare mix of drive, leadership, and musicality that consistently leads to meaningful opportunities for Primary Wave and our artists.”
Barber joined Primary Wave in 2020 as an intern and quickly moved up through the creative ranks, holding positions as A&R Coordinator and A&R Manager before her promotion to Director, Creative A&R.
During her tenure, she has contributed to releases by Billboard-charting artists including Benson Boone, KATSEYE, Hozier, Doja Cat, and Anne-Marie. She has also overseen studio sessions on tracks such as The Dinner (Ryan Linvill & ROLE MODEL), On & On (Dante Jones & FLO), Just Can’t Get Enough (Teddy Pendergrass & Channel Tres), and the new M-Phazes/Ruel collaboration Kicking My Feet.
“It’s such a privilege to be part of a team that values creativity, integrity, and passion above all.”
Cleome Barber
Beyond the studio, Barber has organized events such as the “Pajama Party” at Willis Wonderland, celebrating the legacy of Allee Willis while building networks for women in music. She also contributed to the Allee Willis interpolation camp, which is expected to generate releases in 2026.
Barber commented: “It’s such a privilege to be part of a team that values creativity, integrity, and passion above all. I am deeply grateful to my mentors, Justin Shukat and Jake Livingston, for their guidance over the years.”
Shukat added: “Cleome is one of a kind, her knowledge of the Primary Wave catalog, her thoughtful proactive approach is something all on our team look up to. It brings me great pride to promote her to Director of Creative A&R.”
The promotions come as Primary Wave continues to expand and strengthen its leadership teams. In September, the company appointed Camille Hackney as Head of Brand Partnerships, named Bart Saunt Senior Vice President, and promoted Sam Sklover to Vice President, Brand Partnerships.
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