Breaking Through The Business with Purvi Shah
This blog marks the launch of Vydia’s new series, Breaking Through the Business, where we connect with industry leaders about their respective fields and pivotal moments that shaped their careers.
Vydia’s Office Operations Coordinator, Abby Garcia, sat down with Vydia’s Senior Director of Global Royalties, Purvi Shah, to discuss her role within the company as well as insights on creating a fulfilling career in music.
Q: What is your current title, and how long have you been working at Vydia?
A: I am Vydia’s Senior Director of Global Royalties, and I have been here since January 2018, so seven years!
Q: How would you explain royalties in the music industry to someone unfamiliar with it?
A: Quite simply, it is the payment for the licensed use of intellectual properties, specifically music payments to rightsholders for various uses of those works (recordings, compositions, etc).
Q: Before becoming the Senior Director of Global Royalties, you worked on the legal side of music. At what moment did you know you wanted to transition roles?
A: At the start of my career, I wanted to go into law, but I landed in a somewhat hybrid role of royalty auditing after graduating from law school. I thought that was a great way for me to get exposure to a variety of agreements, and then from there, I would transition into law, where I would work more with drafting rather than interpreting licensing and recording agreements.
But I fell in love with what I was doing and didn’t make the transition to a more legal role until I joined Vydia. It was an exciting time at Vydia as we had just entered the audio distribution space and I received invaluable drafting experience working under our General Counsel. I absolutely loved it, and it 100% strengthened my overall understanding of the industry. However, royalties remained my true passion, so when the opportunity to return to Royalties came up at Vydia, I jumped at the chance.
Q: What aspects of Legal and Royalties interest you the most?
A: I also have an accounting undergrad background, so where I landed is the best of both worlds for me! I ended up really finding my groove within royalties because it perfectly blends the aspects I love most in these two areas. Once the deal is negotiated, signed, sealed, and delivered, in Royalties, we get into collecting the payments, figuring out who gets what, and paying it out. I love working more with the application of agreements and diving deeper into questions of “What are the terms? How do we apply these terms? Are the royalties being calculated accurately?”
You’re always problem-solving, reconciling, figuring things out, and coming up with solutions. Every day is a new challenge. It never gets boring!
Q: What would you identify as the most valuable skills and qualifications for someone looking to pursue a career in Royalties?
A: The number one thing is just attention to detail. We’re collecting royalties from several sources and paying out these royalties to an exponentially greater population. Making sure that we’re accurately tracking and collecting from every source and then calculating and processing payments to clients – details, details, details! You have to make sure you’re focused on the details, you have to be inquisitive and pull at threads.
When I connect with people looking for a career in this space, I’m not necessarily looking for someone who has royalties experience or somebody who knows the music business – I am looking for somebody who will dig deeper and question if something doesn’t look right and then try to figure it out. I truly believe we can easily teach the ins and outs of the industry, but that mindset is harder to train.
And most importantly, you gotta love spreadsheets!
Q: Was there anything you’ve learned working in the music industry that took you by surprise?
A: How many different roles there are…
When I first started, I didn’t even know royalty auditing was a thing! And that you can be successful in this industry without any musical talent whatsoever! There is a role for anybody who is interested in any aspect of this industry.
Q: How do you stay motivated and positive during more challenging times you’ve faced during your career?
A: At this stage of my career, challenging times are easier to get through because I’ve gotten through them before. When you’re young, you may hit a roadblock, but you’re like, “Alright, well, I have to figure this out because it’s my job, and figuring it out will make me better at my job, and then I am going to know how to deal with this next time.” The older you get, you can draw upon those experiences. The key when you’re young is accepting it as a growth opportunity and not letting it deter you; it’s okay to make a mistake as long as you’re taking something away from it!
More specifically, at Vydia, it’s easy to stay motivated and positive because I am a part of an incredible team. I love what I do and love the people I work with.
Q: What has been your most memorable career milestone experience so far?
A: As our business grew more complex, we needed a more specialized team to handle royalties processing. Starting up the royalties team, building the department, and building the team, has by far, been one of the most rewarding aspects of my career. It has been an honor and a privilege to take this on.
Q: As a Vydia executive, what is your best piece of advice for pursuing a career in the music industry?
A: What’s your passion? What are your strengths? Find the intersection. There are so many different roles in the industry. If you find your passion and combine it with your strengths, you will be successful! Don’t be afraid to try everything, ask for opportunities that excite you (or make your own opportunity!), and keep learning. This industry is always evolving.
Q: Lastly, if you had to choose one song to be the soundtrack to your journey, what would it be and why?
A: “It’s Still Rock and Roll to Me,” by Billy Joel and “Raise Your Hands” because, of course, no answer of mine can be complete without a little Bon Jovi.
About Abby: Abby Garcia is the Office Operations Coordinator at Vydia and an independent artist with a strong passion for the music industry. She is the founder of Monmouth University’s Women in Music Chapter and served as president of the student-run record label, Blue Hawk Records. Abby is dedicated to helping others prepare for successful careers in the industry.
About Purvi: Passionate about the intersection of law and royalties, Purvi has been working in the music industry for nearly 3 decades. Prior to Vydia, she was with Sony Music, Universal Music Group, and the business management firm Gelfand, Rennert & Feldman (with a side gig as PTA treasurer for her kids’ elementary and middle schools). Inspired by her 3 daughters, she is committed to mentoring the next generation of music industry professionals.