Spotify appoints Tanmaya Trivedi as director of sales for India market growth

Spotify appoints Tanmaya Trivedi as director of sales, signalling a renewed push to deepen brand relationships and advertising revenue in India. With more than two decades of experience across television and digital platforms, Trivedi brings a mix of legacy media understanding and platform economy expertise to the streaming giant.

He joins Spotify after more than ten years at Meta, where he held multiple category leadership roles spanning gaming, education, technology, auto, banking and financial services, travel, health, real estate and new business. That range has given him a ringside view of how advertisers think about digital video, social media and mobile ecosystems across sectors.

What does Spotify appoints Tanmaya Trivedi as director of sales mean for advertisers

For marketers, the appointment suggests that Spotify wants to position itself more strongly as an advertising and partnership platform in India, not just a subscription music service.

Trivedi has previously worked on go to market strategies for brands that treat digital as a primary channel, rather than an add on. At Spotify, he is likely to help advertisers think about audio, podcasts and music driven content as integral parts of their media mix. That includes exploring solutions such as sponsored sessions, branded playlists, podcast integrations and audience based targeting.

In his LinkedIn note announcing the move, Trivedi described the shift as a chance to work at the intersection of music, culture and technology. He said Spotify mission of connecting artists and fans resonates deeply with him, framing his new role as both a professional step and a personal alignment.

Career journey that leads into the Spotify role

Before Meta, Trivedi spent significant time in broadcast media. At Sony Pictures Networks India, he served as assistant vice president, leading revenue and channel initiatives for SET, Sony MIX and the relaunch of SAB TV. Those roles required him to balance content positioning, advertiser needs and audience insights across genres.

Earlier stints at UTV saw him involved in the launch of Hungama TV, while roles at Zee placed him in sales functions across news and entertainment properties. Together, these experiences have given him a holistic view of how brand narratives travel across different formats, from kids entertainment and general entertainment channels to news environments and then into social and digital spaces.

Over more than twenty years, he has led teams across sales strategy, category development, cross functional planning and revenue operations. That background will be important as Spotify continues to compete for a larger share of advertiser budgets in a crowded digital market.

How might Spotify evolve its sales narrative in India

With Spotify appoints Tanmaya Trivedi as director of sales, the platform can sharpen its narrative around three questions that many Indian marketers now ask.

First, how can audio support full funnel objectives rather than only awareness Trivedi experience with category solutions at Meta may help Spotify frame audio and podcasts as tools for both storytelling and performance, especially when paired with smart targeting and measurement.

Second, how can brands tap into music and culture without feeling opportunistic His television and content background suggests an understanding of how to align brands with properties in a way that feels natural whether that is through mood based playlists, regional music discovery or long form talk shows.

Third, how should planners balance spend across video heavy platforms and audio led environments Spotify will need to articulate how attention, frequency and context on audio can complement other digital channels rather than compete directly.

Why this move matters in the wider audio landscape

India streaming audio market has become more competitive, with local and international players vying for both user time and advertising money. With more listeners shifting to on demand music, podcasts and spoken word content, brands are slowly waking up to the possibilities of audio beyond radio spots.

By bringing in a leader who understands both television scale and digital nuance, Spotify is attempting to bridge two worlds. Trivedi can speak the language of legacy media buyers while also pushing newer thinking around audience segments, data signals and creative formats tailor made for headphones rather than screens.

Spotify appoints Tanmaya Trivedi as director of sales at a time when advertisers are re evaluating how to reach audiences who are often looking away from screens but fully tuned in to sound. His blend of television and digital experience positions him to help brands see audio as a strategic space, not just leftover budget. For Spotify, the appointment is a signal that India remains central to its advertising growth story, with sales leadership expected to play a key role in turning listening time into business outcomes.

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