MUMBAI: Broma 16, a Dutch music licensing outfit, has hired Sunnyy Vyas from India’s streaming wars to spearhead its assault on the subcontinent’s booming digital music market. The Amsterdam-based firm, which specialises in maximising royalty collections online, appointed Vyas as head of India as it seeks to capitalise on the country’s explosive streaming growth.
Vyas arrives with battle scars from 19 years in India’s cutthroat music and broadcasting industry. Most recently, he served as head of Wynk Studio at Airtel Digital, where he shepherded community engagement and podcast distribution for the telecom giant’s music platform. Before that, he led music promotions for ByteDance’s original content push and founded Music Plus, billed as India’s first dedicated music business portal.
The appointment comes as international music companies scramble for a slice of India’s digital pie. With smartphone penetration soaring and data costs plummeting, the country has become a critical battleground for streaming supremacy.
Vyas cut his teeth in traditional radio, working his way up from radio jockey at Radio City to cluster manager at Radio One, where he managed celebrity campaigns across four cities. His early career included stints as programming head at 94.3 MY FM in Nagpur, where he helmed an eight-strong team and chased ratings gold.
The new hire will debut Broma 16’s Indian ambitions at All About Music in Mumbai later this month, where the company’s team will court potential partners and clients. For a firm with just 11 to 50 employees, landing a market veteran of Vyas’s calibre signals serious intent in a region where rights management remains fragmented and undermonetised.
Whether Broma 16 can navigate India’s labyrinthine music licensing landscape remains to be seen, but with Vyas at the helm, it has secured a guide who knows where the bodies are buried.
