How Primary Wave's Vietnam Deal Expands Your Music Catalog Options

Primary Wave's investment in POPS Music unlocks new Southeast Asian catalog opportunities—here's what creators should know about this growing market.

Why Primary Wave’s POPS Music Deal Matters for Your Catalog

When Primary Wave announced its strategic investment in Vietnam’s POPS Music this week, it wasn’t just another industry deal—it was a roadmap to untapped revenue streams. As someone who’s tested every catalog platform from Tracklib to Splice, I immediately saw three ways this changes your options:

1. New Licensing Opportunities

POPS claims Vietnam’s largest music catalog
Includes Indonesian content—two fast-growing markets
Expect more competitive rates than Western catalogs

2. Southeast Asia’s Rising Influence

While everyone’s focused on K-pop, Vietnam’s music industry grew 18% last year (IFPI data). This deal gives Western artists a backdoor into:

Local collaborations
Sync placements
Sample clearance

3. AI Music Implications

As an AI music producer, I’m watching how POPS’ catalog could train region-specific AI models. Their traditional instruments and vocal styles offer fresh sample material.

Actionable Takeaways

Don’t just read the headlines—prepare your workflow:

Bookmark POPS’ licensing portal
Study Vietnamese pop structure (it’s surprisingly sample-friendly)
Watch for Primary Wave’s new catalog bundles