Priyanka Kaur Dhillon has joined SVF Entertainment as lead for music distribution, marking a significant leadership addition as the company sharpens its ambitions in the evolving regional and pan-India music landscape.

Dhillon, who most recently served as commercial manager at Sony Pictures Networks India, steps into a role that is expected to play a key part in scaling SVF’s music business beyond its traditional stronghold.

SVF, widely regarded as a dominant force in Bengali cinema and music, has built a strong legacy over the past three decades through culturally rooted storytelling and a robust content catalogue. While the company continues to deliver consistent regional success, recent moves indicate a clear intent to expand into the national music ecosystem. Projects like ‘Legacy’, a rap reality series developed in collaboration with Kalamkaar, underline this shift towards tapping into India’s growing hip-hop and youth-driven content space.

Dhillon’s appointment comes at a time when distribution strategy is becoming central to how music labels scale across platforms and geographies. At Sony Pictures Networks India, she handled film acquisitions and commercials while also managing music licensing across the network. Her role required navigating complex rights structures and building partnerships across multiple stakeholders in the content value chain.

Prior to that, she spent nearly 15 years with Hungama, where she rose to assistant general manager and led strategic content licensing for its digital business, particularly focusing on international markets. Over the years, she has worked closely with global and domestic labels including Sony Music, Universal Music Group, Warner Music Group, Believe, TuneCore, and The Orchard, among others. Her experience spans deal-making with Hollywood studios, Bollywood production houses, and regional players, often leveraging data-led pricing models and structured negotiations.

Speaking on her new role, Dhillon said she was “thrilled to begin this journey with an iconic Bengali music label and content powerhouse,” adding that SVF’s consistent drive to push boundaries played a key role in her decision.

With Dhillon now leading music distribution, SVF appears to be strengthening its commercial and strategic capabilities at a crucial juncture. As the lines between regional and national content continue to blur, the company’s push to scale its music business across markets could gain significant momentum under her leadership.