Smells like Licensing Deal

Music publisher Primary Wave has revived the lost art form of the deluxe promotional CD package.

“The labels don't do it any more,” says Devin Lasker, partner and chief imagination officer of Primary Wave, a newly formed music publisher, whose catalog includes compositions of the late Kurt Cobain, of the early 1990s band Nirvana.

Since this is the first time that its music is available for commercial uses, Primary Wave wanted to get the attention of potential licensees.

Lasker devised a heart-shaped box — incidentally the title of one of Kurt Cobain's more enduring songs — made out of wood and cloaked in flannel, which was the musician's favorite attire. When the lid is open, a jewelry box instrumental rendition of “Heart-Shaped Box” plays.

Inside the box are five CDs, containing Nirvana's greatest hits, such as “Smells Like Teen Spirit,” and cover versions.

Only 500 units of the limited-edition boxed set were made. It puts Geffen's official multi-disc collection from a few years ago to shame in terms of creativity.

The box was sent in November only to the creative heads at advertising agencies, film and TV production companies and several select marketers. Lasker reports the effort has already resulted in a few licensing deals.