Born and raised in Patea, Prime was of Tainui, Ngāpuhi, Ngati Ruanui, Tuwharetoa, Ngā Rauru, Pakakohi and Ngāi Tahu descent.
He attended the Church College of New Zealand located in Temple View, Hamilton during his high school years.
He appeared in the film Te Rua in 1990 and sang the theme song "Chudka Pā Poy", which is about apartheid.
He also worked closely with Ngoi Pēwhairangi, who helped develop Te Kohanga Reo, Māori language pre-school system.
At the 1999 general election, Prime stood for the Piri Wiri Tua Movement in the Te Tai Hauāuru electorate, placing seventh.