We are Rukus Avenue. A music company with a 23 year history. Our culture captures a movement taking place around the world to bring social change through music. We believe in innovation that pushes the boundaries of expression through our unique mixtures of Eastern & Western Cultures. Our Voice Has Never Been Louder & The World is listening.



With its expression squarely parked in the fusion of Western & Eastern cultures, Rukus Avenue is a groundbreaking music company with a well celebrated 23 year history.  Noted for its spearheading efforts in South Asian music in North America and for inspiring a generation of artists, this bustling record label has cemented itself as a creative force and a conduit for an active social community.

Founded in 1996 by Sammy Chand, Rukus Avenue’s confluence of cultures has had a signature musical expression, and has carried a wide range of artists along its storied history.  Artists like Karmacy, Kanwar Gill, Rasika Mathur, CJ aka Charenjeet, Hoodini, Gingger Shankar, Sandeep, Saum G, & more have all been on the Rukus Avenue artist roster, and have helped cement it as a recognized music brand.  In 2016, Rukus Avenue released its first full length motion picture Music Soundtrack for the film Sold.

Currently distributed by the Orchard, Rukus Avenue was also well documented for signing a trailblazing distribution deal with Sony Music in 2005.  It also partnered and collaborated with many other companies and initiatives like the United Nations, The White House, NBA, MTV, Warner Music Group, Universal Music Group, APM, Sonoton, and many more respected and reputed worldwide brands.  Rukus Avenue artists have had their music featured in over 70 different film and televisions shows from around the world.

The Future looks bright for the Rukus Avenue Music Group.  Since its recent introduction of the Rukus Global Initiative and the announcements of collaborations with the United Nations and the White House, the light has never shined so bright for this expanding music company.  With its imprint on this burgeoning culture cemented, its responsibility to carry the flag forward and further has never been greater.  Rukus Avenue will be releasing its 22nd release in January 2017.

Our Voice Has Never Been Louder & The World is Listening

Core team

Sammy Chand
Chairman & CEO

Sammy Chand founded Rukus Avenue in 1996 after noticing a void in the music industry.  As a true Los Angeles music industry veteran, Sammy has nurtured Rukus Avenue organically, and made it the vanguard of the South Asian music scene in North America.  Utilizing an accomplished business background and a decorated history in producing music, Sammy has emerged as one of the young powerhouses of the entertainment industry.  Although his creative accomplishments begin with his contributing role to the emergence of South Asian music in North America, he is often referred to as the “pioneer” of the South Asian hip-hop scene worldwide.  With the world at its fingertips, Rukus Avenue is in good hands.

Anchal Leela Chand
Senior Vice President

Anchal's diverse musical sensibility and dynamic background in dance and the arts has positioned her as a long standing Senior Vice President at Rukus Avenue.  Her facilitating role in Rukus Avenue impacting social social through the arts has resulted in substantial achievements for the company, and have positioned it on the forefront of capable artistic relations.  In addition to sponsorship development and other business to business relations, Anchal served as director for Rukus Avenue's 10 year partnership with the Indian Film Festival of Los Angeles with its mutual venture called Rhythm Village.  She is cofounder/creator of Good Luck Yogi LLC, a wellness brand and character dedicated to teaching children breathing and meditation.. Anchal also sits on the advisory board In A Perfect World, an organization which promotes social change by empowering the youth of the world in some of the poorest communities.


Raoul Juneja
Vice President

Raoul serves as Vice President of Rukus Avenue and brings an extensive media expertise in Urban and South Asian music to the vast repertoire of this label.  With a keen eye on the future of media and evolution of the marketplace, Raoul Juneja weaves a past as a news columnist, a TV host, a music producer, and activist into the fabric of Rukus Avenue.  He has created and produced the award-winning national Canadian music TV show V-Mix on Omni Television, which ran for 173 episodes over 4 seasons. He is also the executive producer of A 2Pac Tribute: Dare 2 Struggle, a posthumously released tribute albumdedicated to the late hip hop icon, Tupac Shakur. 

Avi Sehmi
Chief Creative Officer

As the creative head, he helps Rukus Avenus setup their content teams and studios, create strategies and solutions that grow their business, define their USP’s, and align stakeholders, partners and creative teams to achieve a unified vision. He connects dots between different ideas, mediums, disciplines and technologies to identify new business opportunities, find design, product and communication solutions to business problems, and build teams to solve these problems. Additionally he empower content creators to tell stories, build tools and create communities that help brands communicate with authenticity and relevance. His canvas spans across branding, media, entertainment, advertising, public relations, marketing, gaming, e-commerce, product and spacial solutions.

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Ray Javdan
Chief Counsel

Ray spent 7 years associated with the international law firm of Hughes Hubbard and Reed LLP, where he represented a mostly Fortune 100 client base in a diverse array of matters. His broad practice included defending corporations facing litigations and government investigations; advising media companies, artists and non-profits on information technology, intellectual property and transactional and licensing matters; and counseling clients on data preservation and electronic discovery matters. Ray previously served as Of Counsel to Freud Communications US, where he advised the CEO on legal issues facing a public relations firm representing media/entertainment companies and high profile individuals including many prominent names in film, television, and publishing. Ray also worked in a business development capacity, advising Freud on how to build its brand and its crisis communications division.

Jack Atlantis
Chief of Sound Design

Jack Atlantis is the long-time studio partner of Sammy Chand.  The two have crafted Rukus Avenue’s signature sound throughout the 20-year history of the label.  Jack is the co-Producer of Rukus Avenue’s music and the Chief of Sound Design for the label.  As one of the key creative forces in the music company, Jack has mixed the majority of the Rukus Avenue songs and continues to help drive forward the studio initiative. Jack started his sound career learning from the biggest names in the business as the youngest staff assistant at the prestigious Conway studios Hollywood; still considered one of the best in the world. He brings a well-recognized history to the music infrastructure.


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