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. 

Kavi Singh Virk
Chief Financial Officer

Kavi Virk is a seasoned deal maker with nearly two decades of experience in the Media & Entertainment and Financial Services industries. For the past eight years, Kavi has been involved in the financing of feature films as an Executive Producer at KSV Media – a California company with a focus on the film, new media and technology industries. Previously, he was a Senior Vice - President at Bank of America based in Los Angeles. Before joining Bank of America, Kavi served as Vice - President with HSBC Bank in Beverly Hills. He spearheaded the firm’s Global South Asian Diaspora (GSAD) initiative on the West Coast. While at HSBC, he founded and led th e Hollywood - Bollywood crossover film financing business. Prior to joining HSBC, over the course of a career spanning several years, Kavi Virk was with UBS in Wealth Management and Investment Banking in Los Angeles, Washington DC and San Francisco. 

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Avi Sehmi
Chief Creative Officer

Avi helps Rukus Avenue tell their story with relevance and authenticity. He conceptualizes creative solutions, builds communities and tinkers with emerging technology to drive Rukus Avenue's art, design, content, media, advertising, entertainment and product solutions forward. He has 12+ years of global experience in delivering solutions, strategies and processes that drive quality and innovation in order to achieve business and brand objectives. His past clients have included Amazon, HBO, A&E, Universal Studios, CNN, Budweiser, Disney, VH1, Uber, ESPN, Sony, Unilever, Hearst and many others. He have been recognized at the PCQuest Best IT implementation awards, Olive Crown Awards, BBC campaign digital media awards and at GoaFest.

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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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.


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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