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 music video production and Rukus Avenue event production 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 also owner of Good Luck Yogi LLC, a one of its kind toy that assists in breathing and meditation.  


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. 

Sonia Nagpal
Artist Relations

Sonia Nagpal leads the Artist & Public Relations division of Rukus Avenue.  With more than a decade of working with Bollywood celebrities either in an event management space doing concerts for likes of Rahat Fateh Ali Khan or free lance journalist for AVSTV interviewing Salman Khan, Katrina Kaif, Priyanka Chopra and many more, Sonia is the perfect liaison for both worlds.  A CEO/Co-Founder of online South Asian content site DissDash she is also providing a voice to South Asian Americans. 

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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.



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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