Subarna Roy

Experience

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  Saregama India Ltd.

  May 2007 - Jul 2010

  Assistant Manager – Marketing New Hindi Films and New Media Digital

  In my capacity as the Assistant Marketing Manager, I assisted the Marketing Manager in delivering best-in-class content marketing campaigns for new Hindi movies, combining the best practices of traditional theatrical marketing and digital content marketing. Working cross-functionally with Platform, Content, Social, PR, Digital, and Creative Communication teams, I developed marketing creatives and ideas and collaborated with Production houses and Talents to build campaigns. I measured the performance of movie marketing campaigns and made timely adjustments to improve the marketing outcomes as well as delivered relevant recommendations to improve our promotion strategy. In this role, I gained success in acquiring music contracts from major production houses, namely - Vishesh Films, Ramesh Sippy, YRF etc., and coordinated with various media partners for marketing and promotion of the new Hindi film catalogue and new releases. I oversaw new music launches in association with OOH media like Bright, Roshan, In and Out, etc. across India. I also contributed to Event Management campaigns by tying up with properties like Hard Rock Café, Blue Frog, Zenzi, Opus, Kyra, etc. to organize events for artist performances across Mumbai, Delhi, Bangalore, and Pune. Show less

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  Reliance Broadcast Network

  Jul 2010 - Jan 2012

  Asst. Manager – Content Acquisition and Marketing

  At Reliance Broadcast, I established and managed strong relationships with content providers (OTT apps, platform providers, and content owners) at a senior level as well as developed a deep understanding of financial analysis, content performance forecasting, and promotional rights clearance for content promotions. I was engaged in securing new content and additional rights, and implementing operational execution of agreements. I also collaborated with the legal team to review contractual terms and conditions relating to content licensing agreements as well as performed content strategy analysis to ensure our customers have the broadest selection of content available. I successfully identified key content creators and owners at the national level and obtained exclusive music rights in the mobile and online space PAN India. Additionally, I established a network for regional music labels, local bands, indie pop, home videos, and alternate genres in the digital space. Another major highlight includes the alliance with YRF for “Talk to Me” and voice blogging with Rani Mukherjee, Shraddha Kapoor, Priyanka Chopra, and other top talents. I also led the signing of 40 individual artists, 25-30 smaller music labels, and 30 regional artists from across the country. Show less

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  Universal Music Group

  Feb 2012 - Apr 2018

  Senior Manager- Artist and Repertoire

  With Universal Music India, I was accountable for the discovery and development of artists. I oversaw the release schedule of the label together with the label manager and worked closely with the artists to maximize the creative output and the quality of music. Alongside managing the day-to-day tasks of digital marketing and social media initiatives, I attended live music shows and events whenever required, spent time with artists, met with professionals within/outside the department or music label, and took care of business in the A&R vertical. My KRAs also involved audience development, campaign execution, and influencer marketing activities. I also contributed to content promotion for various distribution platforms like YouTube, iTunes, Apple Music, and Spotify. I essayed a pivotal role in the partnership between TALPA and ZEE for “The Voice” Season 1 and 2 in India and “The Voice Kids” Season 1, and worked as a creative, talent head and judge for “Max Life Young Singing Stars Project - I-genius” for Season 1 and 2. Also, I partnered with Cafe Coffee Day, Baskin Robbins, Gloria Jeans Coffee, PVR Cinemas, Hard Rock Cafe, Croma, BlueFrog, Big Cinemas, and Social among others, for greater visibility. In this role, I was awarded for launching 2 new artists - Armaan Malik and Shraddha Sharma who are reigning in the Bollywood industry today. Show less

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  BEINGU Studios

  Nov 2017 - Apr 2018

  Business Head- Music

  At Being U Music, I led the Music Marketing team in assessing electronic music trends, consumer behaviour, and competitor research. I delivered marketing expertise by collaborating with the Head of Digital Marketing and the team to execute novel fan acquisition campaigns that advance Being U Music’s data collection and segmentation insights. I worked with the Marketing Director to set annual department objectives for the Music Marketing team, and hold quarterly check-ins to align the performance of each team member. I coordinated with brand partners with live concert venues, sponsors, and trade, and with content partners like Telco VAS heads, online, TV and radio programmers and PR and media professionals. The major highlight of this role includes –★Oversaw the release of “Woofer”, a track by Zora Randhawa Ft. Snoop Dogg, garnering over 25 million views on YouTube Show less

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  Gibson, Inc.

  Apr 2018 - Jun 2020

  Entertainment Relations Professional

  As the Entertainment Relations Professional, I established and directed all aspects of Entertainment Relations activities and was responsible for building the music lifestyle brand for Gibson India. I was also involved in managing promotional programs, elevating awareness through media and events, and facilitating product placement and integration of Gibson brands in television, film, and all other media. Placed products in “The Sky is Pink” and “Saroj Ka Rishta”, built relations with more than 50 top production houses, and placements in over 100 music videos with artists and Youtubers.I worked across departments to help coordinate celebrity content both internally and via talent’s social channels and fostered relationships with top Bollywood musicians and celebrities in the country. Show less

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  DroomMusic

  Jun 2020 - Nov 2020

  Executive Vice President Music and content Partnerships

  At Virtual Planet Productions, I partnered with both local and global cross-functional stakeholders to strategize and execute best-in-class music-led initiatives, including planning and creative development, media planning, execution, and reporting. I worked with external agencies to develop both creative and media strategies to effectively drive engagement and content consumption. I oversaw the development of a long-term partner marketing strategy and project roadmap to further amplify the brand value and deliver win-win campaigns throughout the year. I also managed relationships with local partners to create a partner marketing playbook. I drove all activities relevant to the audience and deliver against brand attributes. Worked with artists like Gajendra Verma, Avanti Nagral, Mohit Gaur, and Amit Mishra among others. Show less

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  Moodagent

  Nov 2020 - Jan 2023

  Head of Music Marketing, Artist Relations - India

  As the Country Head, I manage artist relations, the label, and its artists as well as create marketing strategies for each artist's music and content releases. I serve as the lead project manager for all matters relating to artist releases ensuring that our services are meeting their needs and that our artists are happy while expanding their reach and brand around the world. With a focus on expanding Moodagent’s market across Pan India, I aim to identify new business targets and create new label partner opportunities. Leading the music marketing from the scratch, I also designed strategy for music marketing - via label and artist partnerships, building flagship playlists as IPs, crafting film music marketing playbooks, and implementing tailored artist campaigns. I create and coordinate the timely distribution to internal and external stakeholders of all marketing tools for each artist’s content release including press releases, media alerts, video content, promo photos, artwork, graphic assets, banners, etc.Furthermore, I am engaged in developing partnerships with Kotak, Paytm, Boat, Bumble, etc., and collaborate with the global digital marketing department and other internal and external cross-functional teams for local content-related campaigns. I also serve as a Senior Strategy Lead for a portfolio of priority artists and labels. Show less

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  Believe

  Jan 2023 - now

  Senior Leader- Marketing & Editorial Partnerships

  Believe Artist Services offers a large expertise developing innovative digital-first marketing strategies tailored to independent artists in more than 14 countries (including France, Germany, UK, Russia, India, Brazil, …). Artist Services leverage Believe’s unique technology and data driven insights to deliver results as well as best in class digital distribution.Build a credible relationship with top management of digital retailers,innovate and be a positive influencer in the ecosystem.