Primary Wave is closely involved in the exploitation of Townshend's name, image, and likeness and the development and exploitation of future creative projects. Pete Townshend (2004) Ross Halfin - Idols Trending on Billboard Pete Townshend, the legendary guitarist and co-founder of The Who , is partnering-up with Primary Wave Music on a range of creative rights. Announced Thursday, May 14, the new relationship will Primary Wave sees the independent music company closely involved in the exploitation of Townshend’s name, image, and likeness and the development and exploitation of future creative projects. Townshend, now 80, gave the world his trademark windmill guitar strum, and wrote and performed on some of rock’s most enduring anthems, including “My Generation,” “Baba O’Riley,” “Behind Blue Eyes,” “Pinball Wizard,” “Won’t Get Fooled Again,” and “Let My Love Open the Door.” But his creative output isn’t limited to contemporary music.…