Gilberto Gil, who’s inked a catalog deal with Primary Wave and Nas Nuvens. Photo Credit: Douglas Fischer
Primary Wave and Nas Nuvens have finalized a joint deal for the extensive catalog of Gilberto Gil, “one of the greatest artists Brazil has ever produced.”
Having first partnered in early 2024, Primary Wave and São Paulo-based Nas Nuvens reached out today with word of their latest IP investment. On the opposite end of the partnership – which the companies touted as “one of the most significant to emerge from South America” – Gil dropped his debut album, Louvação, way back in 1967.
Since then, the “genre-bending” professional has released north of 60 additional albums, the most recent (besides last year’s reissue of 1984’s Raça Humana) being 2022’s Em Casa Com os Gil. That massive body of work includes well-known tracks such as “Vamos Fugir,” “Toda Menina Baiana,” “Andar Com Fé,” and “Aquele Abraco,” to name a few.
These and dozens of different efforts “have become woven into Brazil’s cultural fabric,” according to the investors. Given the nation’s quick-growing (and streaming-heavy) music market, the IP’s domestic commercial results will be worth tracking in the approaching years.
(83-year-old Gil’s farewell tour is ongoing as well, with multiple shows scheduled for March ahead of a September 7th Rock in Rio headline performance.)
That said, Primary Wave also emphasized the two-time Grammy winner Gil’s “role as a bridge between Brazilian music and the global stage.”
Among other things, this refers to collaborations involving Stevie Wonder and Laura Pausini as well as a chart-topping “No Woman, No Cry” rendition.
In a statement, Nas Nuvens COO and CFO Jason Eliasen applauded Salvador-born Gil as “the living embodiment of Brazilian culture on the world stage, representing everything that makes Brazil unique and globally relevant.”
“This partnership is not only iconic for Brazil,” Eliasen continued, “but a landmark moment for global music, recognizing the universal importance of Gil’s work. It creates a powerful bridge between Brazil and the global music ecosystem, allowing us to anchor Gil’s legacy at home while bringing his music, his image, and his story to audiences around the world.”
Meanwhile, Nas Nuvens CEO Liminha described Gil as “part of the soul of our culture” and “a great human being” before underscoring a goal of honoring the artist’s “legacy with the respect it deserves.”
“We are thrilled to welcome Gilberto Gil and his family into the Primary Wave and Nas Nuvens family,” Primary Wave president Bill Cisneros concluded. “We are deeply honored that Gil and team have selected Primary Wave and Nas Nuvens to help protect and grow the incredible legacy he has already given the world.”
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