Primary Wave Publishing has joined forces with Rough Trade Publishing in a deal that could be a win-win for both companies, fusing a company focused on cutting-edge artists with one specializing in legacy songwriters. The $5 million transaction makes Primary Trade both an equity partner and co-funder of publishing deals with the New York-based company, which also has offices in Nashville, Los Angeles and London.

With the new agreement in place, Rough Trade announced the signings of Sub Pop’s LVL Up and Island’s 888.

"We had been looking to partner with another company that is as motivated as we are to sign bands and do exciting deals,” said Gandhar Savur, Senior Vice President Legal Affairs at Rough Trade Publishing. “We've finally met our match with Primary Wave. We couldn't be more excited for what the future holds.”

“Rough Trade is a legendary brand in the music business,” added Justin Shukat, President of Primary Wave Music Publishing. He “Their vision and hard working team made Rough Trade Publishing an ideal company for us to do business with.”