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They’re your average ordinary everyday kids… but in Primary Wave Music’s eyes, rock band Def Leppard are also stars well worth investing in.

The company is extending its deal with the British band, including acquiring “an additional stake in the iconic band’s music publishing catalog as well as master royalty income stream”.

This comes after a decade of Primary Wave marketing and administering Def Leppard’s songs catalogue, working on sync deals as well as digital marketing and working on the long-awaited launch of the band’s back catalogue on digital music services in 2018.

Earlier this month, Primary Wave’s chief content officer Natalia Nastaskin told the NY:LON Connect conference how the company approaches its catalogue deals. “Our model is not to buy 100% of a catalogue, usually,” she said.

“Where we can, we prefer to have the songwriter or the estate retain a chunk of the catalogue… to make sure that we are always in touch about where we’re heading with some of our marketing efforts, and making sure that we are on brand and on message and on target, frankly.”

Which, we suppose, makes a rocky relationship out of the question…

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