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Festival Promoter Prime Social Group Opens Nashville Office, Launches ‘Prime Brands’
– Adam Lynn and Zach Ruben
Prime Social Group managing partners
Columbus, Ohio-based Prime Social Group has opened a Nashville office and launched a new in-house agency called Prime Brands that will focus on sponsorships and brand relationships across its 18 festival properties including the multi-market Breakaway and Prime Music Festivals.
Prime Brands launches with an 11 event multi-year partnership with Blu, and Prime already counts Diaego, Babe Rose, Pernod Ricard, US Marines, Four Loko, Amazon, Netflix, Anheuser-Busch, Constellation Brands, Same Side, Loop.tv. PlayStation, Aquafina, Mikes Hard, Red Bull, Monster Energy as brand partners.
Joining the Nashville team, Jeremy Tharp will take the lead position for Prime Brands, with more than 10 years of experience in the music industry at talent agencies, management firms, and more recently in the sponsorship/experiential sector.
“In the past few years we’ve really seen Nashville grow, in terms of all walks of music,” Prime Social Group managing partner Zach Ruben, who founded the company along with Adam Lynn, told Pollstar. “Paradigm just expanded with their new office, and the CAA office is still growing there. William Morris is based there – they’re representing all genres. We think Nashville is on the rise in the overall music industry not just country,” he added, saying Tharp is working on brand partnerships and sponsorships for the entire PSG festival portfolio as well as third party work for other events.
“I couldn’t be more excited to join PSG. Zach and Adam have built something very special and unique, which gives me massive potential to build upon,” Tharp said in the announcement.
Breakaway Music Festival is to take place in Nashville Oct. 5-6 at Bicentennial Capitol Mall State Park Mall, with a lineup including Wiz Khalifa, Illenium, GRiZ, Russ, Lil Pump and Nghtmre.
Prime Music Festival just took place in Urbana, Il., and Lansing, Mich., with Tyga, Russ, Diplo among the artists, with the Prime festivals setting up in college cities.
PSG is also producing the cryptocurrency-focused Our Music Festival in Berkeley, Calif., Oct. 20 headlined by Zedd.