Camille Hackney Joins Primary Wave Music as Company Expands Brand Division

In a major expansion of its brand partnerships division, Primary Wave Music has recruited two high-profile executives and promoted a third. Camille Hackney, a veteran of Atlantic Records with over two decades of experience, has been named to lead Brand Partnerships from New York, while Bart Saunt joins as Senior Vice President based in Los Angeles. Separately, Sam Sklover has been elevated to Vice President of Brand Partnerships in New York. These appointments come as the company continues to build out its formidable music catalog, which includes rights to the works of icons like Prince, Whitney Houston, Bob Marley, and James Brown.

Hackney spent more than 20 years at Atlantic Records, most recently serving as Chief Partnerships Officer and heading the Global Brand Partnerships Council for Warner Music Group. During her tenure, she orchestrated major alliances with brands including American Express, Pepsi, Apple, and the NBA. Larry Straughn of Primary Wave expressed strong confidence in the hire, stating, “Having known Camille for over twenty years, I’ve long respected her achievements and competitive spirit. We’re absolutely delighted to bring her into our growing team.”

Saunt brings over 25 years of specialized experience in brand and trademark licensing, having previously held key roles at Universal Music Group. There, he helped expand artist-brand collaborations for acts like The Beatles, Bob Marley, and Lady Gaga through partnerships with companies such as Microsoft and Gatorade. Straughn noted that Saunt has already made a significant impact, adding, “Bart hit the ground running and has delivered exceptional results from day one. We’re very lucky to have him.”

Sklover’s promotion recognizes his six-year track record at Primary Wave, where he secured notable deals including a Prince-themed campaign with Airbnb and a collaboration between Boyz II Men and Chili’s. His work also involved partnerships with major brands like McDonald’s and Adidas. “Sam’s growth and leadership on these standout initiatives made this promotion an easy decision,” Straughn commented.

These strategic hires reflect Primary Wave’s intensified focus on monetizing its deep catalog through brand partnerships, sync licensing, and experiential marketing. As the music industry increasingly relies on non-traditional revenue streams, the company is leveraging its timeless repertoire across advertising, gaming, and live events. According to industry analyst Mara Jenkins, “In a cluttered media landscape, iconic music catalogs offer brands a unique way to cut through the noise—making these kinds of partnerships more valuable than ever.” This approach aligns with a broader shift among rights holders seeking to maximize the long-term value of music assets beyond streaming alone.