Primary Wave Invests in Music Financing Platform RUN

Primary Wave Music has made a strategic investment in RUN, the music-financing platform founded by Amuse alumni Diego Farias and Christoffer Mård.

How it works:

• RUN provides financing to artists, labels, and rightholders ranging from short-term advances to full catalog acquisitions.

• Since launching in 2023 it claims to have deployed tens of millions of dollars in capital to hundreds of artists across five continents.

• The platform leverages deep historical data and “a state-of-the-art AI platform” to value music rights quickly and precisely.

The deal:

• As per the statement, Primary Wave’s music industry relationships and rights expertise combined with RUN’s technology will “accelerate RUN’s sourcing, execution and scale.”

• In return, Primary Wave gains exposure to cutting-edge music technology and “a data-driven underwriting approach” that will enhance its deal selectivity and forecast accuracy, and complement its broader investment and acquisition strategy.

What they said:

• Diego Farias: “Our goal is simple: to be THE funding partner in the music industry and, with the access to capital that this deal presents, we are ready to meet any funding needs artists may have.”

• Agnes Kacicki, Primary Wave’s Head of Corporate Development: “RUN gives us early exposure to a technology-enabled platform at the intersection of music, data, and rights management, and this investment aligns directly with our focus on innovation and long-term value creation.”