Pictured: Shubh (left), Shivam Malhotra

Shivam Malhotra brings a background in entrepreneurship, tech and film production – at companies like Snap, Universal Films and his own Malsons Media, where he serves as founder and CEO – to the world of music. Working between Mumbai, India and Southern California, he’s been a major figure in the rise of Shubh – the Brampton-based artist who’s been a key figure in the hip-hop inspired Punjabi Wave. In just a few years, Shubh has amassed more than 6 billion lifetime streams and is about to embark on a debut North American tour that includes stadium dates at Vancouver’s Rogers Arena and Toronto’s Scotiabank Arena. It’s a close manager/artist relationship, and one that’s propelled Shubh to major heights that he continues to scale.

Key to Malhotra’s strategy has been eliciting deep fan engagement, building fiercely loyal fans in targeted “mini-markets” with diasporic communities that will engage deeply with the music and act as global ambassadors. It’s a focus on cultural resonance rather than casting a wide net, and it’s paying off in a big way.

Malhotra’s advice to new music managers is to “be an unyielding advocate for your artist's vision. Their success is your mission.” Build connections across labels, publishers and promoters by networking strategically and maintaining an “ironclad reputation.” And stay attuned to the rapidly changing industry, staying ahead of trends like AI and new fan engagement models. “It's about relentless passion, business acumen and a future-forward mindset,” he says. “We are now living in a world where the music industry is evolving in a dynamic manner. Stay authentic to your vision – fire cannot kill a dragon.”