The Who's Pete Townshend has reached a new partnership with Primary Wave focused on his name, image and likeness. The agreement also includes acquisition of certain music rights in a deal valued at nine figures. Townshend previously sold his publishing interests to Spirit Music for a reported $100 million.
The English rocker, who is 80, described the move as a positive step in his ongoing creative work. “Moving forward with my creative and performative work with Primary Wave, at this time of my life when most creatives might be slowing down, is a joy for me,” Townshend said in a statement. “Their entire team exhibits an energy that is truly stimulating. Challenging too. I need that.”