Reactivating icons: the Bing Crosby holiday playbook w/ Primary Wave's Adam Lowenberg

How do you take an artist whose prime was nearly a century ago and make them feel culturally relevant today? In this festive Music Moneyball special, Adam Lowenberg (CMO, Primary Wave) breaks down the playbook for reactivating legacy catalogs, using Bing Crosby as the case study.

We cover how Primary Wave builds multi-year marketing plans with estates, turns sexasonal spikes into long-term growth, and executes across digital, brand partnerships, sync, and global markets — balancing commercial ambition with artist integrity.

Brought to you by Standard Innovation.

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► Episode Links

Primary Wave: https://primarywave.com

Standard Innovation: https://standard-innovation.com

► Credits

Guest: Adam Lowenberg — Chief Marketing Officer, Primary Wave

Hosts: Emma Griffiths, Tom Mullen, Sam Morey

Theme: “Meet Me” — Outlines (Written by Sam Cox) — Courtesy of Bespoke Records