Priya Minhas appointed Director of Creative Content at Atlanta record label LVRN

Atlanta-based record label Love Renaissance (LVRN) has hired Priya Minhas as Director of Creative Content.

Previously a Senior Producer at Vevo, Minhas produced and directed original content with both emerging and established artists such as Billie Eilish, Yungblud, Doja Cat and Ella Mai.

LVRN was founded in 2012 by Tunde Balogun, Justice Baiden, Carlon Ramong, Junia Abaidoo, and Sean Famoso McNichol while they were still students at Georgia State University.

In 2017, the label landed a distribution deal with Interscope Records and launched LVRN Studios, a creative recording space in Atlanta.

In February the company entered into a publishing partnership with Warner Chappell Music.

At Vevo, Minhas was also responsible for developing short-form content franchises as part of the company’s slate of original content offerings and directed many of the “dscvr” series in New York for emerging artists such as Pop Smoke, Ari Lennox, Omar Apollo, 24K Goldn and Summer Walker.

Additionally, she developed other short form franchises like “Footnotes” which takes fans behind the scenes of music videos for artists such as Cardi B, Justin Bieber and Lil Baby, and developed and directed a weekly music video reaction show “Watch This” back in 2020.

She also previously directed a pair of music videos for indie artist Anik Khan, which was featured in a Teen Vogue story and won the Audience Award for Best Music Video at the South Asian Film Festival of America, and a live TV performance for Chet Faker for The Ellen Show in 2020.

Outside of music, Minhas was also chosen as one of the directors for The Salon, a mentorship program for South Asians this year, and was a contributing writer to The Good Immigrant in 2019.

“I’ve admired what LVRN have been building from afar for a while now, especially their dedication to artist development.”

Priya Minhas

“I’ve admired what LVRN have been building from afar for a while now, especially their dedication to artist development,” said Minhas.

“They are writing a new blueprint for artists and music executives alike and I’m excited by their vision for r&b and the opportunity to become part of such a forward-thinking creative team.”

 Music Business Worldwide