"Moving forward with my creative and performative work with Primary Wave, at this time of my life when most creatives might be slowing down, is a joy for me,” Pete Townshend said in a statement The Who’ s Pete Townshend has reached a deal with Primary Wave that will focus on the English rocker’s name, image and likeness. Although the band’s co-founder previously sold his publishing and other interests to Spirit Music for a reported $100 million a few years ago, Primary Wave will also acquire certain music rights, according to The Hollywood Reporter and Variety , who placed terms of the deal at nine-figures. “Moving forward with my creative and performative work with Primary Wave, at this time of my life when most creatives might be slowing down, is a joy for me,” Townshend said in a statement obtained by The Hollywood Reporter . “Their entire team exhibits an energy that is truly stimulating. Challenging too.…