Britney Spears has entered a new business partnership that reshapes the management of her musical legacy. Primary Wave recently announced the acquisition of a significant stake in Spears’ catalog, a deal that includes interests in both her publishing and recorded music rights.
The agreement places Spears alongside a roster of legendary artists such as Whitney Houston and Stevie Nicks, who have aligned with the company in recent years. While financial details remain officially undisclosed, reports suggest the deal is valued at around $200 million, reflecting the continued demand for iconic pop catalogs. The partnership is expected to expand the reach of her music across film, television, and global media platforms.
Spears, who defined the pop landscape of the late ’90s and 2000s with hits like “…Baby One More Time” and “Toxic,” has largely stepped back from performing in recent years. This strategic move ensures that her catalog now has a dedicated partner focused on long-term management and licensing opportunities. It follows a broader industry trend, as legacy artists seek specialized partnerships to manage and monetize their life’s work in the streaming era.