With offices and employees spread across the globe, sometimes it takes time to get to know everyone. In our series ‘What The #&@$ Do You Do?!’ (WTFDYD), The Orchard highlights Orchardites from all over the world to learn more about their role at The Orchard and experience working in the music industry.
For this segment of WTFDYD, we sat down with Prahlad Prabhas, Senior Director of Southeast Asia at The Orchard.
Tell us about what the *&^# you do!
Hello! I’m Prahlad, based in Singapore, and I oversee The Orchard’s Southeast Asia business and operations. I joined the company back in 2013 as Client & Marketing Manager. Since then, I’ve witnessed numerous changes and developments in the music industry, which has been exciting to be a part of.
How does your role / department fit into The Orchard?
My current role as Senior Director, SEA, focuses on expanding our market presence, cultivating partnerships, and managing our local teams across Southeast Asia, which comprises six key markets: Singapore, Indonesia, Philippines, Thailand, Vietnam and Malaysia.
What’s your favorite part of your job?
My favorite part of the job is the opportunity to work with diverse cultures and talents from across the region. Building relationships, discovering new talents, and witnessing the impact of our efforts both regionally and internationally are incredibly rewarding experiences.
What’s a campaign/project you are proud to have worked on?
One of my memorable experiences would’ve been working with BigHit Entertainment back in 2017 to support the release of the Love Yourself: Her album from BTS. The group was taking off and it was amazing to see the reception from fans and the rise of K-Pop globally.
How did you first get started in the music industry?
Having actively played in bands and having a keen interest in gaming and tech, I’ve always had a passion for music and technology. After completing my studies, I sought opportunities that combined these interests, eventually leading me to the music industry at The Orchard.
What artist have you been listening to on repeat lately?
Currently I’m obsessing over Swedish rock band, Ghost. The music, lore and theatrical performances are just awesome!
What’s your favorite thing about working at The Orchard?
My favorite thing about working at The Orchard is the strong sense of purpose and innovation that defines our company. We’re not merely distributing music; we’re actively shaping the future of the industry and empowering artists to reach global audiences.
Favorite tradition at The Orchard?
I always look forward to the annual end-of-year Global Summit in New York, where the chance to reunite with friends and colleagues is a highlight. Back in 2020, despite the challenges posed by the pandemic, we adapted and successfully transitioned to a virtual format for the summit, even managing to organize our beloved talent show. My colleague, Clark and I, submitted a cover of Incubus – Megalomaniac – good times :)
How do you discover new music?
I enjoy a wide variety of genres and being immersed in the music industry I’m exposed to all kinds of music wherever I go. But Reddit has been my main go-to. From Slowcore to Phonk, you can find communities of like-minded music enthusiasts sharing their favorite tracks and recommendations.
What’s something you’ve learned outside of work that helps you to be your best self at work?
The significance of continuous learning and personal growth. Whether it’s picking up a new hobby, traveling to experience different cultures, or delving into subjects unrelated to my work, I’ve found that expanding my knowledge and experiences outside of work enriches my perspective and enhances my problem-solving skills. Always be curious and keep an open mind!
