Primary Wave Music Publishing has acquired a stake in the music publishing catalog and master recordings of new wave band, Devo.
The acquisition includes some of the Grammy-nominated band’s biggest hits such as Whip It, That’s Good, Girl U Want, Freedom of Choice, and more.
Devo will now have access to Primary Wave’s publishing infrastructure, which includes digital strategy, marketing, licensing, synch opportunities and film & TV production.
Formed in Akron, Ohio, in 1972 by Kent State art students Gerald Casale and Mark Mothersbaugh, Devo became a cult sensation, helped in part by their concurrent emphasis on highly stylized visuals, and briefly broke through to the mainstream with the smash single Whip It, whose accompanying video was made a staple by the fledgling MTV network.
They continued to release music throughout the 80’s and early 90’s, and in 2007, Devo returned to release their own material with the single Watch Us Work It, a song for Dell Computers that played during the Superbowl.
In 2008 Devo returned to Akron for a rare show in support of Barack Obama’s presidential campaign, with all proceeds going toward the Summit County Democratic Party.
By the end of 2009, work resumed on a new album and it was announced that they had once again signed with Warner.
An online campaign where fans got to choose the full-length’s 12 tracks inspired the 2010 effort, Something for Everybody.
“Devo is relevant to current culture and I am excited that Primary Wave finds our body of work ripe for growing the Devo brand into the future.”
Gerald Casale, DEVO
Gerald Casale said: “As a founder of Devo, the band and the concept, I feel the evidence of real De-evolution is growing daily.
“Devo is relevant to current culture and I am excited that Primary Wave finds our body of work ripe for growing the Devo brand into the future.
“In partnership with them we hope to fortify our legacy.”
“I couldn’t be more excited to welcome such an innovative band – a band that was so ahead of their time – to the Primary Wave family.”
Adam Lowenberg, Primary Wave
Adam Lowenberg, Chief Marketing Officer at Primary Wave, added: “I couldn’t be more excited to welcome such an innovative band – a band that was so ahead of their time – to the Primary Wave family.
“I have personally been a long-time fan of Devo, and their music has stood the test of time. Our team looks forward to bringing new life to their classic songs.”Music Business Worldwide