Primary Wave Music has strengthened its brand partnerships division, led by Chief Brand Officer Jeffrey Straughn.
The company has appointed Camille Hackney as Head of Brand Partnerships, Bart Saunt as Senior Vice President, and promoted Sam Sklover to Vice President, Brand Partnerships.
Hackney, based in New York, brings more than two decades of experience in music and brand partnerships. She joins from Warner Music Group, where she most recently served as Chief Partnerships Officer and Head of the Global Brand Partnerships Council.
Over her career, she has brokered campaigns with Fortune 500 companies including American Express, Pepsi, Google, Apple, and Starbucks, as well as collaborations with the NBA, NFL, NHL and NCAA.
Hackney said: “Even while at rival labels, Jeff [Jeffrey Straughn] and I often spoke about working together someday, so I’m absolutely ecstatic to join him and the team at Primary Wave.
“I’ve watched the company grow into a true powerhouse in the business, and I’m honored to bring my experience to contribute to the success of this unmatched roster of artists and estates.”
“I’ve watched the company grow into a true powerhouse in the business, and I’m honored to bring my experience to contribute to the success of this unmatched roster of artists and estates.”
Camille Hackney
Chief Brand Officer Jeffrey Straughn added: “I am thrilled to see our team mature and grow all at the same time. I’ve known Camille for over 20 years and have always respected and admired not only her work, but her competitive spirit and strong reputation in the brand space.
“To say I’m excited to have her join our growing team would be an understatement, and I’m looking forward to working closely with her over the coming years.”
In Los Angeles, Saunt steps into the role of SVP after more than 25 years of experience. Previously, at Universal Music Group, he spearheaded the expansion into trademark licensing, laying the foundation for broader partnerships.
His career has included work with catalogs from Bob Marley, The Beatles, and The Beach Boys to Lady Gaga, Katy Perry, and Demi Lovato. He has also overseen collaborations with brands such as Sonos, Microsoft, Bulova, and Gatorade, and brings significant experience in the gaming sector.
Saunt said: “Having worked across some of the world’s biggest catalogs, I’m excited to bring that experience to Primary Wave and build partnerships that introduce legendary artists to new generations of fans. What drew me here is the pace and vision – this is a company that has been innovating for 20 years and still moves faster than anyone else.”
Straughn added: “Bart has already proven to be a great addition with his early contributions to the company, putting wins on the board from day one. We’re lucky to have him on the team.”
Meanwhile, Sam Sklover has been promoted to Vice President, Brand Partnerships after six years at Primary Wave. He has led partnerships that include Prince with Airbnb, Boyz II Men with Chili’s, and campaigns with McDonald’s, Adidas, and Narragansett Beer. His work recently earned him a spot on Billboard’s competitive 40 Under 40 list.
“Primary Wave’s concentration of iconic music and artists is unparalleled, and the team supporting all of it is just as valuable,” said Sklover.
“It’s a dream come true to help shine a light on some of the world’s greatest music and continue to work with the best team in the business in bigger and bigger ways.”
Straughn added: “Having seen Sam’s growth and maturity over the past five years, promoting him was an easy decision. It has been incredible to watch him lead these campaigns and continue to build relationships with brands across the globe.”
The latest appointments come as Primary Wave continues to scale its operations following the acquisition of multiple catalogs, including recent partnerships with Grammy-nominated band The Cars and the Estate of legendary English blues-rock singer-songwriter Peter Green, a founder and original member of Fleetwood Mac.
The company is also behind the immersive Bob Marley Hope Road show in Las Vegas.Music Business Worldwide
