Venue operator and premium hospitality destination provider Venu Holding Corporation has inked a strategic partnership with Primary Wave Music to bring “artist-inspired” programming and immersive content to its venues nationwide.
According to the announcement, the partnership creates “a scalable pipeline of premium content with enduring market demand”.
Primary Wave represents more than 200 artists and estates, including Luther Vandross, Whitney Houston, and James Brown. Its catalog features over 1,000 Top 10 singles and 400 No.1 hits.
According to a press release, the collaboration will support multi-dimensional programming, including live residencies, theatrical performances, and original productions, as VENU seeks to redefine the live entertainment experience beyond traditional concerts.
“Developing a multi-dimensional content strategy in-house to include residencies, theatrical performances, and other original productions is a top priority for us. This relationship represents a key step in creating truly unique and diversified content as we look beyond live concerts.”
J.W. Roth, Founder, Chairman, and CEO of VENU
J.W. Roth, Founder, Chairman, and CEO of VENU said: “Primary Wave’s approach to honoring music’s greatest legends while empowering new voices makes them the perfect partner as we expand our artist-inspired programming across the country.
“Developing a multi-dimensional content strategy in-house to include residencies, theatrical performances, and other original productions is a top priority for us. This relationship represents a key step in creating truly unique and diversified content as we look beyond live concerts.”
VENU is actively expanding its footprint with three new amphitheaters set to open in 2026 across Tulsa, Oklahoma; El Paso, Texas; and the Dallas metro area.
“This partnership provides an opportunity to build a dynamic platform that will connect our iconic catalog of music with fans across multiple generations.”
Lisa Fruggiero, Vice President of Brand Partnerships at Primary Wave
Future venues will feature the company’s Multi-Seasonal Configuration Technology, designed to provide year-round comfort through radiant heating, massive fans, wind walls, and canopied roofs. The company aims to operate up to 40 locations by 2030.
“Coming together with VENU was an easy decision,” said Lisa Fruggiero, Vice President of Brand Partnerships at Primary Wave.
She added: “This partnership provides an opportunity to build a dynamic platform that will connect our iconic catalog of music with fans across multiple generations.
“These cutting-edge experiences will push the boundaries of how fans can engage and celebrate our legendary roster of artists for years to come.”Music Business Worldwide
