Today, Love Renaissance (LVRN), the leading Atlanta-based label cultivating cultural bonds and redefining the next generation of hip-hop and R&B,, strengthens their creative team hiring Priya Minhas, previously a Senior Producer at Vevo, as the division’s Director of Creative Content.
Previously at Vevo, Minhas produced and directed original content with both emerging and established artists such as Billie Eilish, Yungblud, Doja Cat and Ella Mai on visual campaigns that spanned live one take performances and short films. She was also responsible for developing short-form content franchises as part of Vevo’s slate of original content offerings and directed many of the “dscvr” series in New York for emerging artists such as Pop Smoke, Ari Lennox, Omar Apollo, 24K Goldn and Summer Walker. Additionally, she developed other short form franchises like “Footnotes” which takes fans behind the scenes of latest music videos for artists such as Cardi B, Justin Bieber and Lil Baby, and developed and directed a weekly music video reaction show “Watch This” back in 2020.
Her work as a Director has been featured in The Fader, Billboard and Teen Vogue among others. Minhas is intent on telling authentic and inclusive stories that emerge from the margins and explore music and diasporic identities. She previously directed a pair of music videos for indie artist Anik Khan, which was featured in a Teen Vogue story and won the Audience Award for Best Music Video at the South Asian Film Festival of America, and a live TV performance for Chet Faker for The Ellen Show in 2020. Outside of music, Minhas was also chosen as one of the directors for The Salon, a mentorship program for South Asians, this year and a contributing writer to The Good Immigrant in 2019.
“I’ve admired what LVRN have been building from afar for a while now, especially their dedication to artist development,” said Minhas. “They are writing a new blueprint for artists and music executives alike and I’m excited by their vision for r&b and the opportunity to become part of such a forward-thinking creative team.”
Shaking up the traditional model for the modern age of business and music, LVRN is a record label, full-service management team, and a growing multi-media company that provides a hands-on approach to finding and developing talent in their communities while also expanding to lead production, and distribution. Expanding female leaders within the companies’ divisions, LVRN hires strategically as forward-thinkers supporting an all-star roster featuring Summer Walker, 6LACK, Shelley FKA DRAM, Kitty Ca$h, BRS Kash, OMB Bloodbath, and more.
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