Musicbusinessworldwide.com
Primary Wave’s catalog buying spree is moving deeper into Regional Mexican music.
The company has struck a new partnership with Grammy-winning Norteño-Tejano institution Intocable, securing rights tied not only to the group’s music catalog but also to its name, image and likeness, another sign that music rights companies increasingly view artist brands as valuable assets alongside recordings and publishing.
For Intocable, the deal opens access to Primary Wave’s broader infrastructure across licensing, sync, publishing administration, digital strategy and content development. For Primary Wave, it adds one of the most commercially successful and culturally significant acts in Tejano and Regional Mexican music to a portfolio that continues expanding across genres, generations and global markets.
Formed in Texas in the early 1990s, Intocable built its legacy during a period when Tejano and Norteño music were growing beyond regional audiences into mainstream Latin markets. Over the decades, the group accumulated an extensive commercial track record: multiple Grammy and Latin Grammy wins, more than 20 releases and chart dominance that places them among the most successful acts in Regional Mexican history.
Their catalog includes hits such as “Fuerte No Soy,” “Me Gusta Mi Vida,” “Sueña” and “Un Poquito Tuyo,” recordings that helped fuel more than 20 No. 1 songs on Billboard’s Regional Mexican Airplay chart. The group’s continued relevance is also reflected in upcoming recognition beyond music charts, with Intocable scheduled to receive a Hollywood Walk of Fame star in 2026.
The deal arrives amid growing investor attention around Latin catalogs, particularly within Regional Mexican music, which has emerged as one of streaming’s fastest-growing sectors globally. Companies acquiring rights increasingly want more than music ownership. They want intellectual property ecosystems that can generate revenue across film, television, merchandising, branding and social platforms.
That strategy aligns closely with Primary Wave’s recent playbook. Over the past year alone, the company has pursued a string of deals built around both catalog ownership and identity rights, while simultaneously scaling its acquisition capabilities through a $2.225 billion fundraising round and its planned acquisition of Kobalt.
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