Sujata Murthy – Senior Vice-President, Universal Music Enterprises
Sujata Murthy is the Senior Vice-President, Public Relations and Artist Relations, for Universal Music Enterprises (UMe) and Verve Music Group, both divisions of Universal Music Group. She develops and executes all media campaigns for both companies and works directly with artists.
Universal Music Group is the world’s leading music company with wholly owned record operations or licensees in 77 countries. The Universal Music Group owns the most extensive catalog of music in the industry, which includes the last 100 years of the world’s most popular artists and their recordings. Universal Music Group is a unit of Vivendi, a global media and communications company.
A few of the legendary artists of UMG: Abba, Louis Armstrong, Chuck Berry, James Brown, The Carpenters, Cat Stevens, Eric Clapton, Patsy Cline, John Coltrane, Bing Crosby, Ella Fitzgerald, The Four Tops, Judy Garland, Marvin Gaye, Billie Holiday, Buddy Holly, The Jackson Five, Lynyrd Skynyrd, Bob Marley, Nirvana, The Police, Smokey Robinson, The Rolling Stones, Rod Stewart, The Supremes, The Temptations, Muddy Waters, and The Who.
Prior to joining UME, Murthy performed many similar duties at Capitol/EMI Music, concentrating on brand management for Frank Sinatra, The Beatles, Pink Floyd, Al Green, The Beach Boys and Dean Martin.
A native of Madras, India, raised in Los Angeles and Houston, Murthy graduated from the University of Texas, Austin. Sujata was named to the 2010 Korn/Ferry International’s list of the 25 Most Influential South Asians in the US Entertainment and Media Industry.
My parents were very involved in music. They would bring Indian artists to the US.
ASIANCE: How did you land such a fabulous job in the industry? Did you always know you wanted to get into music?
Sujata: My parents were very involved in music. They would bring Indian artists to the US to perform concerts to raise money for Indian cultural organizations, or the local Temple. So artists, promotion, etc was what I was raised with; however, I never thought it could be a full time job to work with artists.
After college, I didn’t have a specific job in mind so I was free to pursue my interests. I had multiple jobs early on and eventually decided I loved publicity. Through one of her programs, my mom had met Bhaskar Menon, the head of Capitol/EMI Records. I was persistent and he introduced me to the head of PR, Sue Satriano. She helped me land my first job at Capitol.
ASIANCE: What is a typical day like for you?
Sujata: I work closely with managers, artists and the company to strategize and execute a plan. Sometimes it’s as simple as getting a local newspaper to do an interview with an artist or as complex on how to deal with an artist crisis and how it will be viewed in the press and by the consumer.
ASIANCE: Are you ever star struck? If yes, with who?
Sujata: No. However, when spending a lot of time with an artist, I have gotten a glimpse into how they think and create. I am often amazed as to how they create music almost effortlessly and how they can play, sing and interpret their songs as well as other songs.
ASIANCE: How has publicity for artists changed over the years, especially now with the internet and anyone can promote themselves?
Sujata: With the internet, camera phones, bloggers – news is instant. When you are a public figure, you truly are available to the public 24/7. Anyone can promote themselves, and I always encourage engaging and increasing your fan base, but it still takes a professional to oversee and execute an overall strategy.
ASIANCE: What’s next in the area of public relations in music?
Sujata: The future is engaging music consumers and fans directly. People are no longer looking to traditional outlets for their information or music. With lifestyles being more hectic, music has to fit into a part of a person’s daily life. Music public relations is going to focus on letting people know what’s the best music for their various life activities.
ASIANCE: Who are your personal favorite artists?
Sujata: Too many to list. I listen to music based on my mood or activity – everything from heavy metal to jazz. Jamie Cullum (www.jamiecullum.com), Imelda May (www.imeldamay.com), Lucy Woodward (www.lucywoodward.com) are in my car right now.
ASIANCE: How about Asian artists in general? Any coming out we should know about?
Sujata: Rukus Avenue (www.rukusavenue.com) has some interesting music – from Gingger Shankar to Sandeep. I just heard tracks from a new album Viji Krishnan (www.vijikrishnan.com) which is a blend of pop/jazz and South Indian violin! Aishu Venkataraman (www.divinestrings.com) is an artist I’ve known since she was 10 (she’s now 17). She’s an amazing violinist – and curious to see where she goes with her talent.
I’m happy to say that I’ve run into many more Asians in entertainment, especially in the creative areas
ASIANCE: How do you balance career and a personal life?
Sujata: I’m happy at home, so I’m happy at work. I’m happy at work, so I’m happy at home. I worked 24/7 and was travelling and out late all the time in my early days. After getting married and having a child, I don’t do AS MANY late nights. My baby now has a list of artists and songs she requests – Bob Marley, Smokey Robinson, Patsy Cline, Cheap Trick, and Lynyrd Skynyrd!
ASIANCE: Are you seeing more and more Asian executives in the music industry?
Sujata: I’m happy to say that I’ve run into many more Asians in entertainment, especially in the creative areas – writers, producers, artists, etc.
ASIANCE: Anything else you would like to add?
Sujata: All the people that you work with in any capacity – you can learn from. Sometimes even a negative experience can be a great learning/training tool- how to do things and how not to do things.
ASIANCE: What if someone wanted to get where you are? What is your advice?
Sujata: Entertainment is a tough business. Use every resource and connection to get a foot in the door. Sometimes it’s tough on the ego, because the lower level jobs are not glamorous by any means. However, when you love what you do, the environment and the artists – 8 – 15 hours days just fly by. When you love what you do, it shows in your work and people will recognize that. And keep an open mind. You might think you want to be “this” but you might end up in a totally different department. People usually gravitate naturally to what they are naturally gifted at, follow that instinct.