Exclusive: Lay Vakil Elevated To Senior Manager – Artist Relations & Brand Partnerships At UMG For Brands India

Lay Vakil has stepped into a new role as Senior Manager – Artist Relations & Brand Partnerships at Universal Music Group For Brands India, marking a key career progression within the music and brand collaborations ecosystem.

Sharing the update on LinkedIn, Vakil reflected on the past year, highlighting the scale and impact of projects delivered with his team. Among the standout successes was Coke Studio Bharat, which he described as a defining milestone.

The platform’s third season alone clocked over 323 million audio streams and more than 18 billion short-form video views, underlining its growing cultural and digital footprint.

Vakil credited the achievement to collective effort, acknowledging the trust of leadership, support from colleagues, and collaborations with brand and creative partners. His role at UMG For Brands India focuses on bridging artists with brands through strategic partnerships, a space that continues to expand as music-driven marketing gains prominence.

His appointment comes at a time when branded content and artist-led collaborations are becoming central to music monetisation strategies in India. With properties like Coke Studio Bharat scaling rapidly, UMG’s brand partnerships division is increasingly positioned at the intersection of culture, commerce, and content.

Looking ahead, Vakil hinted at an ambitious pipeline for 2026, signaling continued momentum in building high-impact music-led brand experiences.