About Viva Music

Founder

Kavya Yadav

Kavya Yadav is the founder of Viva Music, a UAE-based music and cultural strategy consultancy working with clients across the globe. Her work spans artist development, streaming strategy, brand partnerships, live events and hospitality music programming.

She is Project Manager at India International Music Week, where she works with industry delegates from more than 30 countries, and writes The Cultural Economy, a newsletter on music, culture and the business behind both.

Before Viva, she led marketing across film, news media, shipping and aviation, leading B2B and B2C teams and overseeing marketing, PR and communications.

LinkedIn ↗

What we do

Music first.
Clear decisions.

Our work spans artist and release strategy, music marketing, artist booking, live programming, brand partnerships, venue sound and cultural-economy initiatives.

We start with the audience, the music and the context. From there, we define what needs to be built, who needs to be involved and what a useful outcome should look like.

What we work across

Artist Strategy & Development

Positioning, release thinking and practical direction for artists, managers and labels.

Music Marketing & PR

Campaign strategy, storytelling, audience development and credible media outreach.

Artist Booking & Entertainment

Artist sourcing and entertainment curation for weddings, private celebrations, corporate events, hospitality and destination experiences.

Live Music & Events

Concept, audience and programme thinking for music-led experiences.

Brand Collaborations

Music partnerships designed around cultural relevance and shared value.

Venue Sound Curation

Distinctive music identities and daypart programming for hospitality and cultural spaces.

Cultural Programming

Programmes and initiatives that connect music, place, audiences and participation.

Music Industry & Cultural Economy

Advisory and public-facing initiatives that strengthen the systems around music.

Writing and reports

Ideas, signals and practical guidance.

Where Viva Works

Dubai-based. International in outlook.

Viva Music works from the UAE across regional and international music markets, with particular familiarity across South Asian, Middle Eastern and crossover audiences.

How We Think

Music first. The music, artist or audience should lead the decision.

Context matters. A strong idea for one room, market or community may be wrong for another.

Clear decisions. Our role is to turn broad ambition into a practical direction that a team can act on.

Start a conversation