Primary Wave Music has promoted Marty Silverstone to president, Global Sync. Silverstone, who is also a partner at Primary Wave, will continue to oversee the sync licensing department from the company’s Los Angeles headquarters.

A 13-year veteran of Primary Wave, Silverstone joined the company as senior creative director and was quickly promoted to VP/head of Film & TV before being named SVP/head of Sync in 2014.

He built and leads a sync department that specializes in the creative re-imagination and placement of copyrights across Primary Wave’s music catalog. Notable placements include commercials for Amazon using Burt Bacharach’s “Always Something There To Remind Me” and James Brown’s “It’s a Man’s, Man’s, Man’s World” and Pepsi’s use of Whitney Houston’s cover of “Higher Love.” Silverstone and his team working closely with the Ted Lasso team to coordinate the songwriting session between Ed Sheeran, Max Martin and Primary Wave songwriter Foy Vance that yielded the Emmy-nominated “A Beautiful Game.”

He and his team have been responsible for placing a number of Primary Wave’s songs across a variety of film and television projects including Spiderman: Across the Spider-Verse, Elvis, The Fabelmans, Stranger Things, The Marvelous Mrs. Maisel and Shrinking.

“Marty is an invaluable part of the Primary Wave family and has been for over a decade,” Primary Wave CEO & Founder Larry Mestel said. “His vision for how our catalog of music can be reimagined has no bounds. He and his team have brought new life to our iconic and classic songs helping to usher them into the modern era. There’s no one more deserving of this promotion.”

Over his 20 years in music publishing and licensing, Silverstone has worked with and secured major placements in advertising and film/TV projects for Nirvana, Rod Stewart, Aerosmith, Daryl Hall & John Oates and many others. Before joining Primary Wave, he was head of creative licensing at independent publisher North Star Media.