Company acquires catalog of Vincey Productions and signs publishing deal with producer 30KEY!
PopIndia also announces hiring of Diya Patil as Operations Manager
PopIndia, Reservoir Media, Inc.’s (Nasdaq: RSVR) Mumbai, India-based subsidiary, today announced two new deals to expand the Companies’ share of music from India and South Asia. PopIndia has acquired all compositions and masters owned by Chennai-based Vincey Productions. In addition, PopIndia announced a new publishing deal for the future works of Indian hip-hop producer Rajvir Singh, professionally known as 30KEY!.
Founded in 1995, Vincey Productions has developed a rich catalog of South Indian music spanning more than three decades. Headquartered in Kamaraj Colony, Chennai, the studio has a particular focus on Tamil and Telugu Christian and devotional music, including a deep catalog of children’s and devotional South Indian music. Rooted in the country’s diverse sonic, religious, and linguistic traditions, devotional music is one of the most culturally significant genres in India. In addition to acquiring the master and publishing rights of Vincey Productions’ catalog, PopIndia has also acquired their owned and operated YouTube channels, totaling over 10 million subscribers.
Vincent Raj, Founder of Vincey Productions, commented, “Over the years, we have built a rich catalog, bringing together talented artists and musicians to create quality music that touches people’s hearts and reflects the diverse musical traditions and tastes of listeners across India. We are proud of the legacy we have built and are excited to partner with PopIndia to amplify these songs and bring them to an even broader audience.”
Rajvir Singh, professionally known as 30KEY!, is a rising Indian hip-hop producer from Kashmir, who is best known for his close association with notable Punjabi artist Talwiinder, alongside Kashmiri hip-hop acts like SOS (Straight Outta Srinagar) and Ahmer. 30KEY! has developed a signature sound that moves between hard-hitting hip-hop, trap, and atmospheric production, while drawing inspiration from the sounds and culture of his native Kashmir. His music has been particularly notable for creatively incorporating traditional Kashmiri sounds and field recordings into contemporary hip-hop, helping bring a distinctly regional identity into a modern sonic landscape and shaping the evolving sound of Indian hip-hop. With acclaimed productions including Talwiinder’s “Dil Mera Pt. 2,” “Dil Mera Pt. 1,” and “Your Eyes,” plus SOS’ songs “Czawul” “Blackball,” “Kala,” and “BMK,” 30KEY! represents a new generation of Indian producers building globally relevant music while remaining deeply connected to their cultural roots.
30KEY! commented, “I’m so excited to start this new chapter with PopIndia and Reservoir. This is a big step for me as a songwriter and creator, and I can’t wait to see what’s ahead.”
After launching in May 2025, PopIndia has expanded its presence and impact across the Indian music market. Together, these two deals underscore Reservoir and PopIndia’s shared commitment to investing in the region and building a strong, locally-rooted platform to support the country’s growing music ecosystem. Further strengthening that infrastructure, PopIndia has appointed Diya Patil as Operations Manager. Patil holds a Master’s in Music Business from New York University and previously supported Reservoir and PopIndia out of Reservoir’s New York City headquarters. In her new role, she will work alongside PopIndia’s Head of Operations Ray Ahmed to support the Company’s growing infrastructure and the existing roster of talent and catalogs, including hip-hop star DIVINE, Sri Lankan singer-songwriter Yohani, the Musicraft catalog, and more. The team will continue to have strategic and operational oversight from Spek, Reservoir’s Executive Vice President of International and Emerging Markets and the Founder and Chief Executive Officer of Reservoir’s partner, PopArabia, the leading independent music company in the Middle East and North Africa.
Spek commented, “With these two deals, PopIndia and Reservoir are continuing to expand our presence across India’s diverse regional music landscape, from the deep catalog of established devotional repertoire represented by Vincey Productions to the next generation of creators through signing 30KEY!. Together these deals reflect some of the breadth of opportunity in India and our commitment to building a portfolio of culturally significant music that resonates across the country and globally.”
He added, “We’re also thrilled to welcome Diya Patil to the PopIndia team. Working alongside Ray, Diya will help us deepen our roots in the country and bring dedicated regional expertise as we continue to grow our catalog, roster, and relationships across India and South Asia.”