Reservoir Media’s Mumbai-based subsidiary PopIndia has acquired the full compositions and masters catalog of Chennai’s Vincey Productions in India, including YouTube channels with more than 10 million combined subscribers. The company also signed Indian hip-hop producer 30KEY! to a publishing deal covering future works.
The deals were announced Thursday (August 27). Financial terms were not disclosed by Reservoir.
Vincey Productions catalog#
Vincey Productions was founded in 1995 and is headquartered in Kamaraj Colony, Chennai. Its catalog spans more than three decades of South Indian music, with a focus on Tamil and Telugu Christian and devotional recordings, plus children’s music. The acquisition includes the studio’s owned and operated YouTube channels, which carry over 10 million subscribers between them, according to PopIndia.
PopIndia described devotional music as “one of the most culturally significant genres in India.”
Vincent Raj, Founder of Vincey Productions, said:
“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.”
30KEY! publishing deal#
30KEY!, whose name PopIndia gives as Rajvir Singh, is from Kashmir and has worked repeatedly with Punjabi artist Talwiinder. He has also worked with Kashmiri hip-hop acts including SOS (Straight Outta Srinagar) and Ahmer, according to PopIndia.
PopIndia lists his credits as:
- Talwiinder: “Dil Mera, Pt. 2,” “Dil Mera, Pt. 1,” and “Your Eyes”
- SOS: “Czawul,” “Blackball,” “Kala,” and “BMK”
PopIndia says his productions draw on “traditional Kashmiri sounds and field recordings.”
30KEY! said:
“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.”
PopIndia expansion and operations#
Reservoir launched PopIndia in April 2025, making Mumbai its seventh global office at the time. The subsidiary’s first signing was Yohani, and it took on Reservoir’s existing relationships with rapper DIVINE and his company Gully Gang Entertainment.
A month later, PopIndia bought the publishing and master rights to the Musicraft Entertainment catalog, covering over 1,000 recordings and a YouTube channel with over 3 million subscribers.
Alongside the two new deals, 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 from Reservoir’s New York headquarters. She will work alongside PopIndia’s Head of Operations, Ray Ahmed, across a roster of talent and catalogs that takes in DIVINE, Yohani, and Musicraft.
Spek, who oversees the subsidiary, said:
“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.”
Spek is Reservoir’s Executive Vice President of International and Emerging Markets and retains strategic and operational oversight of the PopIndia team. He is also Founder and CEO of PopArabia, which Reservoir describes as the leading independent music company in the Middle East and North Africa.
Reservoir financial context#
Reservoir generated USD $41.5 million in its fiscal Q1 2027, the three months to June 30, 2026, up 12% year over year.
Announcing the results, CFO Jim Heindlmeyer said:
“Our healthy cash flow generation and balance sheet flexibility continues to support strategic investments in new creators, notably in high-growth emerging markets, while maintaining a position of financial strength.”
Those results landed with a Special Committee of Reservoir’s board still weighing two take-private proposals disclosed in March. Activist investor Irenic Capital Management proposed $10.00 to $11.00 per share, while fellow shareholders Wesbild and Richmond Hill Investments countered at $10.50 per share.
Wesbild and Richmond Hill held a combined 65% of Reservoir’s equity at the time of the proposals, against Irenic’s 9.2%, a gap that leaves any rival bid dependent on their support.
India market context#
India generated around $367 million in recorded music revenue in 2025, according to figures from the International Federation of the Phonographic Industry (IFPI), roughly twice what the market was worth in 2021.
