PopIndia buys Vincey catalog, signs 30KEY!

Reservoir Media's Mumbai-based subsidiary PopIndia acquired the entire catalog of Vincey Productions on August 27. The deal includes the studio's YouTube channels, which PopIndia says have over 10 million combined subscribers.

PopIndia also announced a new publishing agreement covering the future works of Kashmiri hip-hop producer 30KEY!. Financial terms for both deals were not disclosed by Reservoir.

Vincent Raj founded Vincey Productions in 1995. The Chennai-based studio's catalog spans over three decades of South Indian music, focusing on Tamil and Telugu Christian, devotional, and children's recordings.

PopIndia described devotional music as one of India's most culturally significant genres. "We are proud of the legacy we have built," said Vincent Raj. He expressed excitement about partnering with PopIndia to amplify the songs for a broader audience.

The New Signing

30KEY!, whose real name is Rajvir Singh, is from Kashmir. According to PopIndia, his productions incorporate traditional Kashmiri sounds and field recordings. He has worked repeatedly with Punjabi artist Talwiinder and with Kashmiri hip-hop acts SOS (Straight Outta Srinagar) and Ahmer.

The company listed several of his production credits.

"I'm so excited to start this new chapter with PopIndia and Reservoir," said 30KEY!. He called it a big step for him as a songwriter and creator.

Strategic Expansion

Spek, Reservoir's Executive Vice President of International and Emerging Markets, oversees PopIndia. He said the deals help expand their presence across India's diverse regional music landscape. They range from Vincey Productions' established devotional repertoire to next-generation creators like 30KEY!.

"Together these deals reflect some of the breadth of opportunity in India," Spek stated. He emphasized the commitment to building a portfolio of culturally significant music that resonates nationally and globally.

Reservoir launched PopIndia in April 2025, establishing its seventh global office in Mumbai. The subsidiary's first signing was Yohani, and it also took on Reservoir's existing relationships with rapper DIVINE and his company Gully Gang Entertainment.

A month after its launch, PopIndia bought the publishing and master rights to the Musicraft Entertainment catalog. That acquisition covered over 1,000 recordings and a YouTube channel with more than 3 million subscribers.

Team Growth

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 the New York headquarters.

She will work alongside PopIndia's Head of Operations, Ray Ahmed. Their roster includes DIVINE, Yohani, and the Musicraft catalog. Spek welcomed Patil, saying she would help deepen the company's roots in India with dedicated regional expertise.

Reservoir generated USD $41.5 million in its fiscal first quarter of 2027, the three months ending June 30, 2026. That represented a 12% year-over-year increase. Announcing the results, CFO Jim Heindlmeyer said the company's financial strength supports strategic investments in new creators in high-growth emerging markets.

According to IFPI figures cited in the source, India generated around $367 million in recorded music revenue in 2025. That is roughly twice the market's worth in 2021.