About me

A music, culture & entertainment veteran specialising in building Music, Culture & Entertainment IP, Product/IP Planning & Strategy, Culture Marketing, Experiential Marketing, Music Marketing, A&R, Talent Programming, Talent Booking, Label Management, Client Services/Account Management, Strategic Partnerships and Production.

I've spent nearly two decades inside the Indian music and culture ecosystem - From managing and booking independent talent to working with legacy Indian publisher; Rock Street Journal (RSJ). From directing one of the country's first boutique music & art destination festivals; Escape, to running an independent digital record label; Noosphere. From consulting with global media houses and brands on music & culture across APAC for VICE & VMG, to building large-scale entertainment & culture-first IPs with Viacom18 (MTV, Vh1) across two stints.

Being uniquely poised as a bridge between Brands and Music + Culture (Creators, Communities), with years of experience working as an Insider on both sides, I've helped shape the spaces where brands and culture meet.
But more than anything, I've spent my life connecting the dots between creators, communities, and culture. And helping brands build credible, meaningful, and long-term relationships with them.

Skills

a&r, Account Management, Brand Stategy, Brand x Culture Playbook Development, Client Services, Cultural Strategy & Positioning, Culture Marketing, Experiential Marketing, Label Management, Music & Culture IP Development, Music & Culture Strategy, Music Marketing, Product Development, Production, Talent Booking, Talent Curation & Programming

Sector Experience

Arts, Consulting Services, Entertainment, Intellectual Property, Live Entertainment, Marketing, Music, Production

Clients

ABinBev, Bacardi, Budweiser, Coca-Cola, Heineken, Johnnie Walker