Primary Wave Music has partnered with Intocable, the Grammy-winning Norteño-Tejano group from Zapata, Texas.
The deal covers the band’s catalog of music, as well as their name, image, and likeness.
Under the terms of the partnership, according to a press release issued on Monday (June 1), Intocable will also gain access to Primary Wave‘s marketing team and publishing infrastructure, including digital strategy, licensing, synch opportunities, and film and TV production.
Formed in the early 1990s, Intocable has won two Grammy Awards and three Latin Grammy Awards across a career spanning more than 20 studio, live, and compilation albums.
The group has landed 15 No. 1 albums on Billboard‘s Regional Mexican Albums chart, and 21 No. 1 hits on Billboard‘s Regional Mexican Airplay chart – tying them for the second-most chart-toppers in the latter chart’s history.
The band says it has sold more than 4 million albums and has sold out arenas throughout the Americas.
Intocable is set to receive a star on the Hollywood Walk of Fame in 2026, as part of a class that also includes Miley Cyrus, Demi Moore, and Shaquille O’Neal.
Included in the deal are some of Intocable‘s biggest hits, among them the No. 1 singles Fuerte No Soy, Me Gusta Mi Vida, Sueña, Te Amo (Para Siempre), Si Me Duele, Que Duela, and Un Poquito Tuyo.
Several of those recordings appear on Intocable‘s two Grammy-winning albums: Intimamente, which won Best Mexican-American/Tejano Music Performance in 2005, and Classic, which won Best Norteño Album in 2011.
“We’re excited to partner with Primary Wave and begin this new chapter together,” said Ricky Muñoz.
“Their vision, passion for music, and commitment to preserving artistic legacy make them the perfect team to help us continue expanding the reach of Intocable‘s music for generations to come.”
“We’re excited to partner with Primary Wave and begin this new chapter together.”
Ricky Muñoz, Intocable
“Primary Wave‘s partnership with Intocable underscores the enduring value of culturally significant music,” said Samantha Rhulen, Primary Wave’s SVP of Business & Legal Affairs.
Rhulen added: “They are one of the most influential groups in Mexican music and we’re excited to invest in their catalog, creating new opportunities for long-term global growth.”
“They are one of the most influential groups in Mexican music and we’re excited to invest in their catalog, creating new opportunities for long-term global growth.”
Samantha Rhulen, Primary Wave
The deal is the latest in a run of catalog and name, image, and likeness partnerships for Primary Wave.
Last month, the Larry Mestel-led company struck a partnership with Pete Townshend of The Who that Variety reported to be worth $100 million-plus, covering music rights and name, image, and likeness.
Primary Wave also partnered with the estate of Harry Chapin in April, and with the estate of Eartha Kitt in March 2026, in deals that both covered music catalog and name, image, and likeness rights.
In April, Primary Wave closed its fourth flagship music fund at $2.225 billion in total commitments – exceeding both its original $1.5 billion target and its $2 billion hard cap.
The company announced a definitive agreement to acquire Kobalt from Francisco Partners in March, in a deal expected to close in Q3 2026.
Intocable was represented in the deal by Jeremy Rosen, Oscar Carrasco (manager), Diana Zapata (catalog manager), and Alex Hartnett (lawyer).Music Business Worldwide
