Parminder K.

About Parminder K.

I am a creative strategist and content leader with 15+ years of experience driving audience growth, fan engagement, and brand-building across streaming, broadcast, and digital media in APAC. I have worked with global brands like Spotify, Hungama, Reliance Broadcast, and Radio Mirchi, leading creative campaigns, cross-functional teams, and content ecosystems that turned niche categories into mainstream movements.At Spotify India (2018–2024), I:Built flagship playlist brands (Punjabi 101, Hot Hits Punjabi, Rap 91) that shaped national listening trends and attracted millions of fans.Curated International playlists, connecting local talent with global audiences and expanding Spotify’s footprint across APAC.Directed cross-functional creative projects with marketing, design, and editorial teams to launch category-defining campaigns.Mentored curators and project leads, aligning local initiatives with global creative strategy.Earlier, I led content programming at Hungama, directed music initiatives at Reliance Broadcast, and began my career at Radio Mirchi, mastering audience engagement, storytelling, and brand-led content.Core StrengthsCreative Leadership: Campaigns, content brands, and team managementFan Engagement & Growth: Scaling niche communities into cultural movementsCross-Market Strategy: Bridging local and international audiences in APACInnovation & Impact: Data-driven programming and measurable business outcomes

Experience

1. Editor

   Spotify

   Oct 2018 — Present · Mumbai, IN

   Built and scaled Spotify’s Punjabi editorial ecosystem, curating flagship playlists like Punjabi 101, Hot Hits Punjabi, and co-creating Rap 91.Curated 100+ playlists, contributing to hundreds of millions of annual streams and shaping consumption trends for Punjabi & Hindi music.Drove artist development & localization strategies, breaking Punjabi acts into mainstream and global charts.Co-created lexicon sets and metadata systems for Spotify India, enhancing discovery and curation precision.Partnered with global and local teams to deliver data-driven programming across genres and languages.

Education

• Pragati College

  Bachelor of Commerce (B.Com.), Business/Commerce, General

  2009 — 2012