Endeavor is joint venture from Larry Mestel and Chris Lighty
Larry Mestel’s Primary Wave Music and Chris Lighty’s Violator Management are merging their talent management interests into a new entity, Primary Violator.
Primary reps Cee Lo Green, Ginuwine, Eric Benet, Goodie Mob and Wilson Phillips, among others. Violator’s top acts include 50 Cent, Mariah Carey, LL Cool J and Soulja Boy.
New unit will employ Primary Wave’s inhouse branding company Brand Synergy Group and digital marketing company BrightShop and Lighty’s Brand Asset Group, plus Mestel’s inhouse film, TV, videogame, advertising and TV development team. Separately, Primary Wave operates a prominent indie publishing arm.
Before starting Primary Wave, CEO Mestel held down exec positions at Island, Arista and Virgin. Before founding Violator, CEO Lighty worked with Russell Simmons and Lyor Cohen at Rush Management and Def Jam Records.
Also partnered in the endeavor is Primary Wave Talent Management prexy Michael “Blue” Williams, whose former clients included OutKast, Faith Evans, Macy Gray, Nick Cannon and Monica.