Career Journey: Simi Bhullar discusses building relationships with DSPs at Sony Music UK

In this interview, Simi dives into her experience in digital partnerships, some of her favorite Sony artists right now, and offers up some amazing advice to young professionals starting out in the industry. The Digital Partnerships team develop relationships between Sony’s artists and the DSPs. DSP stand for Digital Service Providers, which are music streaming services like Spotify and Apple Music. 

‍

GA: Tell us about yourself. How did you get to where you are today?

SB: I had a place at Newcastle University to study Psychology and Maths but I didn’t want to go that route. I opted for a Popular Music Performance Singing Diploma in London (much to my parents’ dismay) which I followed up with the Bachelors of Music for the same course and then that was me, in London, trying to pave my way in the music industry. I dabbled in PR and Marketing in a few different companies before a stint in the music team at the Bedford in Balham. I then went back to uni (something my parents were pleased about) to do a Music Business Management Masters at Westminster, before landing a job as a Management Assistant at ATC Management. There I worked with PJ Harvey, Katie Melua, Fink and other artists, including when PJ Harvey recorded The Hope Six Demolition Project in an installation at Somerset House. 

After some time I moved internally to work on new business ventures, and start building direct relationships with the DSPs in order to accrue opportunities for the roster. A few years later, I was looking to expand my opportunities within DSP relationship management and found this job at Sony within the Digital Partnerships team, and I’ve been at Sony now for almost five years. 

‍

GA: What advice would you give to someone who wants to be a Digital Partnerships Manager, or someone who wants to work within Partnerships?

SB: You need to learn to be confident in yourself and in building relationships both internally with the labels and externally with the DSPs. You need to make sure that all the labels feel prioritised and that you’re attaining the best opportunities for the artists at the appropriate times. It’s important that everyone feels you’re working alongside them and to keep the artist’s best interests at the forefront. 

‍

GA: Speaking on the Sony Internship program, how can applicants stick out in the application processes?

SB: I don’t expect interns to come into the program with a wealth of knowledge. What I do want to see is a keenness and willingness to learn and absorb as much as possible within the year. There’s so much to take in within any role in the company, starting with music industry terminology, the people, the network, the culture, the gig opportunities, the building itself. Those that can show an eagerness to throw themselves fully into everything that the program has to offer will stick out to me, and get the most out of the year.

‍

GA: What’s one piece of advice you would give your younger self about working in the music industry?

SB: Apply for every job, read up about every company you come across, be open to all the opportunities that come your way. Try lots of different jobs, it’s fine to move around and try different avenues because we do not get taught about the music industry at school, and the best way to learn about what opportunities are available is to immerse yourself in them. 

‍

GA: Who are your favourite new and upcoming artists on Sony’s roster that you are most excited about?

SB: There are so many amazing artists on the Sony label rosters and I relish that I get to work across the full umbrella of the company. In terms of new and upcoming….I love METTE, her music, her dancing, her personality, her everything, she’s such a talent and I really hope her music blows up the way it should. JADE’s debut solo single is everything it promised to be and more, I love the song and have had it on repeat. Abigail Liddle has a beautiful voice and the world is just starting to hear her music now.

There’s some great music coming in the dance space from Joe Hunt, Cassö, and lots more.

Myles Smith is an exciting campaign to work on because his music is just connecting with his fans and he continues to show us how to communicate with his audience in the way that works for them. 

‍

‍

GA: What’s one misconception people usually have about the music industry?

SB: That it’s really big, but actually you’re only ever a step or two removed from someone that you know, or that knows you. So it’s really important to be kind and respectful at all times. You never know who you’re going to meet again along the way and who you’ll end up working with. There’s a network there for the taking, if it’s built in the right way. 

‍

If you enjoyed this article, sign up to our newsletter and follow us on Instagram and LinkedIn to stay up to date with Gen Admission🎶