A veteran with an extensive experience of 35 years in the business of Indian entertainment, Vijay Kumar helms Home Entertainment and Licensing at YRF. Since 2004, he has set up the YRF Music and Home Entertainment labels, optimising value from the company’s quality film content. The licensing division is entrusted with the task of protecting its vast repertoire under the copyright act and monetizing content through licensing to all possible mediums such as television, radio, consumer products, films, print media etc. and through public performance licenses, which covers a wide range of shops and establishments, hotels, restaurants, ground events etc. It also liaises with outside parties on the use of YRF intellectual property (IP).
Prior to his stint at YRF, Vijay has worked on advertising before moving on to EMI/HMV (known as SaReGaMa). Here he was responsible for formulating strategies for business growth in film and India music, with region specific management and coordination of on ground artiste based performances. He has also worked with Universal Music in A&R (Films) in the marketing space. His holistic experience and network within key players of the Indian music and film music industries has brought value to YRF properties over the years.