In the dynamic world of digital entertainment, music has evolved beyond just an audio experience—it has become an immersive, curated journey driven by data, creativity, and audience engagement. At the forefront of this evolution is VM, a seasoned content strategist with vast experience spanning digital content, films, and music streaming. As a key leader at Gaana.com, one of India’s leading music streaming platforms, Vani plays a crucial role in shaping content strategies that define how millions of listeners engage with music every day.
In this exclusive conversation with VK on Masters of PR Live, Vani shares her journey, the nuances of content curation in music streaming, and valuable insights for communication professionals on the intersection of branding, storytelling, and audience engagement.
VK: Your career has spanned multiple creative industries, from digital content and films to now leading content strategy in the music streaming world. What drew you into this unconventional career path? Was it planned, or did it evolve naturally?
VM: It was a bit of both. My fascination with content began very early—I was obsessed with television, watching everything from films to advertisements with deep curiosity. I was always intrigued by how content was created and how so many different people came together to make something impactful. That curiosity led me to explore various aspects of media and entertainment. My academic journey was very focused on marketing and media, which later expanded into entertainment business management. Over time, I moved across verticals—from advertising and digital media to film publicity, and now music streaming—always with the intent of understanding the bigger picture and how different mediums shape storytelling.
VK: Behind every career shift, there’s usually a defining moment or a mentor who leaves a lasting impact. What has been the biggest influence on your career?
VM: One of the most defining moments for me happened while working on a film set as an intern. I witnessed firsthand how miscommunication led to chaos and negatively impacted the final output. It made me realize the power of effective communication—not just in PR but in every aspect of content production. That was when I truly understood that good communication isn’t just about managing crises but about preventing them altogether. Since then, my focus has always been on creating transparent, well-planned communication strategies that drive efficiency and clarity in content creation.
VK: You come from a family of musicians, and now you work in the music industry. Has music always been a passion, or did this evolve as part of your professional journey?
VM: Music has always been a huge part of my life. My mother is a Veena artist, my great-grandfather played traditional percussion instruments, and my uncles are also musicians—one of whom worked as an artist for All India Radio. Growing up, music was constantly playing in our house, whether through radio, cassettes, or live performances. However, I never initially considered it as a profession. When I moved into the music industry, it felt like a natural extension of my passion, allowing me to combine my love for storytelling with my understanding of music.
VK: You’ve worked across films, digital content, and now music streaming. How does storytelling differ across these platforms, and what has been your biggest learning from each?
VM: Storytelling at its core remains the same—it’s about resonating with an audience. However, the medium dictates how that story is told. In films, the narrative is built visually and emotionally over a longer format. In digital content, especially short-form videos, the storytelling is quick and engaging. Music streaming is different—it’s about curating experiences, moods, and moments rather than just delivering content. One of my biggest learnings is that storytelling needs to be intentional and audience-driven. Regardless of the medium, if you deeply understand your audience and tailor your content accordingly, it will always be impactful.
VK: For many in PR and marketing, the workings of a music streaming platform like Gaana are a bit of a mystery. Could you give us an overview of what your role entails and how content strategy plays a role in shaping the platform?
VM: At Gaana, my role is a mix of content strategy and brand positioning. On a daily basis, I work on two major aspects—first, ensuring that Gaana as a brand resonates with regional and national audiences, and second, curating music experiences for listeners. We work closely with music labels, artists, and data teams to understand user preferences, personalize recommendations, and optimize discoverability. It’s a balance between supporting new talent, curating content for established audiences, and ensuring seamless user engagement.
VK: India is one of the most musically diverse countries in the world. What are the biggest challenges in curating and managing music content for such a vast and varied audience?
VM: The biggest challenge is balancing discovery and familiarity. Listeners often want new content, but they also return to their comfort zones—classic hits, familiar artists, and trending genres. Personalization becomes critical here. We have dedicated editors and curators for each language and genre who analyze trends and audience engagement. The key is to create curated playlists, AI-driven recommendations, and editorial strategies that ensure the right balance between pushing new music and catering to audience preferences.
VK: Looking back at your career, what’s one mistake or failure that ended up teaching you something invaluable?
VM: Early in my career, I made a decision that set me back two years—I turned down a major job offer at a media conglomerate because I felt it didn’t meet my expectations in terms of compensation. In hindsight, I realized that I was focusing too much on immediate gains rather than long-term growth. It taught me that learning and experience are just as valuable, if not more so, than the paycheck. Since then, I’ve always prioritized opportunities based on the impact they will have on my growth rather than just the monetary aspect.
VK: You mentioned receiving a piece of advice that had a profound impact on you. Can you share it with us?
VM: One of the best pieces of advice I ever received was from Marina, a former global distribution head at Disney. She told me: “You’re a woman—own it.” At the time, I was over-explaining myself in meetings, trying to justify my presence in the room. She made me realize that I didn’t need to compensate for being a woman—I just needed to own my space confidently. That mindset shift has helped me navigate my career with greater self-assurance and clarity.
VK: Many young professionals aspire to work in content, branding, or music streaming. What skills or qualities do you think are essential to succeed?
VM: The most important qualities are intent, discipline, and curiosity. Talent alone isn’t enough—you need to be willing to put in consistent effort, learn continuously, and adapt to changing trends. The ability to analyze data, understand audience behavior, and translate that into effective content strategies is crucial. Also, don’t limit yourself to just one skill—be versatile, explore different aspects of content, and always stay curious.
Vani’s journey is a testament to how passion, adaptability, and strategic thinking can shape a successful career in the creative industry. Her insights into storytelling, audience engagement, and content curation offer valuable lessons for PR and communication professionals looking to integrate music and content into their branding strategies.
Stay tuned for more insightful conversations on Masters of PR Live!
