Reservoir's PopIndia Buys Vincey Productions Catalog and Signs Producer 30KEY!
PopIndia, a Reservoir Media subsidiary, has acquired the entire catalog of Chennai-based Vincey Productions, including its YouTube channels with over 10 million subscribers. The company also signed a publishing agreement with Indian hip-hop producer 30KEY!. Other industry moves include A State of Trance extending its partnership with Insomniac.
The acquisition covers both the recorded masters and underlying compositions of Vincey Productions, alongside its YouTube network with over ten million subscribers. The catalog specializes in South Indian devotional and children's music, spanning Tamil and Telugu languages.
The publishing deal with 30KEY! secures his future output, building on his work with Punjabi artist Talwiinder and Kashmiri hip-hop acts like SOS and Ahmer. PopIndia also named Diya Patil as operations manager to support these regional expansions.
This consolidation could broaden the reach of niche regional genres like devotional and children's music, potentially introducing them to global audiences through Reservoir's distribution. Signing a hip-hop producer may signal growing commercial interest in India's diverse underground scenes, possibly providing new revenue streams and career stability for local artists. However, it may also raise questions about cultural ownership and the homogenization of distinct regional sounds under corporate management.