Primary Wave Music is co-producing an immersive Bob Marley experience at Mandalay Bay Resort in Las Vegas, marking the expansion of the music rights company.
The project, called Bob Marley Hope Road, is a collaboration between Primary Wave and production company FiveCurrents, with preview shows scheduled to begin on June 25th, with tickets on sale today (April 22nd).
The production offers a dual format that acts as an interactive attraction during the day and transforms into a live performance venue at night.
Daytime offers, starting at $49 at the timed entryway, available six days a week except Wednesdays, will offer a self-directed journey through interactive exhibits featuring Murray's performances through interactive exhibits such as recreation and immersive digital installations in Jamaica's Trenchtown. You can access it at any time for $54.
Meanwhile, the evening show will turn the space into a 75-minute theatrical experience featuring live performers and multimedia elements, with tickets starting at $69. Performances will be held from Tuesday to Saturday.
“Bob Marley's music isn't just a sound. It's a source of movement, message and generational unity,” said Larry Mestel, founder and CEO of Primary Wave Music.
“Marley's legacy continues to shape changes in music, culture and society, and through this unique production we respect the power of his voice and what he continues to give to the world.”
“Bob Marley's music isn't just sound. It's a source of movement, message and generational unity.”
Larry Mestell, Primary Wave Music
Primary Wave acquired a stake in Bob Marley's publishing catalog in 2018 as part of a $50 million deal with Island Records founder Chris Blackwell.
This production was developed in collaboration with FiveCurrents, a production company founded in 2005.
It produces over $1.7 billion worldwide productions, including 16 Olympic Games Ceremonies, Live Resident Shows, Immersive Experiences, Global Summits, Theme Park Parades and Shows, National Day Celebrations, Sports Fan Festivals and many other global epic things.
The production features involvement from the Marley family, with Cedera Marley and Ziggy Marley serving as executive producers alongside primary wave Mestell and Fibeculent's Scott Givens.
Cedella Marley said: “Bob Marley Hope Lord is a deep celebrating his father's legacy. He dives deep into this immersive experience, and feels the resonating power of his music and message, and invites him to connect his heart and soul through this extraordinary journey.”
“Bob Marley Hope Lord is a deep celebrating my father's legacy.”
Cedella Marley
Travis Lunn, president and COO of Mandalay Bay, sees the production as part of a strategy to diversify the venue's entertainment products. Operated by MGM Resorts International, the resort develops spaces to accommodate a wide range of entertainment products.
“Mandalay Bay is leading the way in a new wave of immersive entertainment and we look forward to introducing Bob Marley Hope Road as our latest experience,” Travis Run said. “In collaboration with FiveCurrents and Primary Wave Music, this is a great opportunity to celebrate Bob Marley's legacy and offer innovative productions to our customers.”
For primary waves, co-creating the Bob Marley Experience provides a transition beyond traditional catalog management. Since its founding in 2006, the company has built an iconic portfolio of music catalogs, including works by Bob Marley, Prince, Stevie Nicks, Whitney Houston, Olivia Newton-John, Akull Rose, Aerosmith, Deflepad, Cranberry, Sarah McLachlan, Air Supply, and Gin Blossus.
The New York-based acquired music company has recently surpassed its $4.5 billion worth of assets.
Recent deals hit by Primary Wave include a publishing management agreement with Grammy-winning songwriter and performer Jimmy Webb, a music rights deal with Grammy-winning violinist Itz Hakperlman, and a partnership between legendary country and folk singer-songwriter Jerry Jeff Walker.
Primary Wave, backed by Brookfield Asset Management, recently secured an acquisition that includes a multi-million dollar partnership with Ric Ocasek's (The Cars) property.
