Venu teams with Primary Wave for hits
Venu Holding Corporation has formed a strategic partnership with Primary Wave Music to deliver artist-inspired programming and immersive experiences across its venues nationwide. The collaboration will develop live residencies, theatrical shows, and original productions, moving beyond standard concerts to create diverse, high-demand entertainment.
Primary Wave represents over 200 artists and estates—including Luther Vandross, Whitney Houston, and James Brown—and holds rights to more than 1,000 Top 10 singles and 400 number-one hits. Venu CEO J.W. Roth said the deal supports the company’s goal of building unique, in-house content that honors music legends while engaging new audiences.
Venu is expanding rapidly, with three new amphitheaters set to open in 2026 in Tulsa, El Paso, and the Dallas area. These venues will utilize Multi-Seasonal Configuration Technology, featuring radiant heating, large fans, wind walls, and retractable roofs, to operate comfortably year-round. The company plans to reach 40 locations by 2030.
Lisa Fruggiero, Primary Wave’s vice president of brand partnerships, said the alliance creates a platform to connect iconic music with fans across generations through innovative, boundary-pushing experiences that celebrate its legendary roster.
