VENU and Primary Wave Team for ‘Artist Inspired’ Live Music Experiences

Venue owner and premium hospitality provider Venu Holdings Corporation has announced the first step towards its strategic partnership with music publisher Primary Wave Music.

The details:

• The alliance is a “key step” in developing what VENU Founder, Chairman and CEO J.W.Roth says is a “multi-dimensional content strategy in-house to include residencies, theatrical performances, and other original productions.”

• With VENU scheduled to open three new outdoor amphitheatres in 2026 across the Tulsa market, El Paso, Texas, and the Dallas metro area, the alliance deepens its artist-inspired programming and strengthens its premium entertainment portfolio.

• VENU continues to scale its footprint, targeting up to 40 total locations by 2030.

• Primary Wave is backed by a catalog of over 1000 Top 10 singles and 400 Number 1 hits, with this partnership creating what the press release calls “a scalable pipeline of premium content with enduring market demand.”

What they said:

• Lisa Fruggiero, Vice President of Brand Partnerships at Primary Wave Music: “Coming together with VENU was an easy decision. This exciting, anticipated partnership provides an opportunity for Primary Wave to build a dynamic platform, alongside VENU’s incredible team, that will connect our iconic catalog of music with fans across multiple generations. These cutting-edge music experiences will push the boundaries of how fans can engage and celebrate our legendary roster of artists for years to come.”