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Meet Sammy Chand of Rukus Avenue Radio in Hollywood

Today we’d like to introduce you to Sammy Chand.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I’m a long-time music producer and I started the first South Asian record label in North America in 1996 Called Rukus Avenue. Since then, the company has evolved, and I’ve had the fine fortune of having my music in over 80 different films, TV shows, and albums.

However, I’m really known for starting the worldwide Indian Hip Hop worldwide, and for being an instrumental part of the bridge between the American and Indian entertainment industries. I worked with the President Obama White House to put together an unprecedented 25 song album to help combat bullying in the Asian American community. I also recently worked with the United Nations to help end human trafficking by putting together the largest charitable album ever. A 60 song, 55 artists, 3 CD album called Music To Inspire, Artists United Against Human Trafficking. The album is available everywhere online and is available also in the U.N. bookstore, with all proceeds going to the UNODC’s special trust fund.

Last year, we partnered with Dash Radio to form their exclusive South Asian radio station. A truly exciting venture that has established this first-of-its-kind platform for South Asian worldwide. With a remarkable cast of over 90 different hosts and presenters from around the world, Rukus Avenue Radio launched in April and we’re really proud of the impact it is making. We invite you all to tune in and check out our new radio station.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
I think you expect a certain level of adversity in such a competitive industry, so you have to keep focused on how to continue to evolve and grow. Inherently, growth comes from struggle, and we’ve had our share of bumpy roads along the way, but I think it has always yielded something new and better. This business will take a toll on you on multiple levels, but the key is prioritizing a strong support team to help you sustain through it.

With Rukus Avenue Radio, we’ve been working through the phases of issues as they’ve come up. Whether it was acquisition of talent to production to now distribution, the challenges and expectations have been growing, and I think that is a good thing. You want your problems to keep evolving.

So let’s switch gears a bit and go into the Rukus Avenue Radio story. Tell us more about the business.
I believe our very unique vantage point is what clearly sets us apart. Rukus Avenue is perched on a confluence of two of the most exciting entertainment industries, and we often find ourselves on the frontlines of what is happening here. Rukus Avenue Radio is a product of this positioning. Speaking directly to a wide audience through our own platform is very helpful to our entire artist community, and we’re excited to see where this takes us.

Currently, our music company is 23 years old and we have a management arm, a record label arm, and now a radio station. Rukus Avenue Radio is the newest arm of the Rukus Avenue Music Group and I’ve always run everything from Los Angeles. Leveraging the world’s greatest city for the entertainment business has proved to be a strong point even on an international terrain. People know that Los Angeles provides an ecosystem for art.

Has luck played a meaningful role in your life and business?
I think luck is a convenient word for things you can’t control, so if that’s the qualification, then luck always plays a part. Whether it is competing for business or whether it is on a personal level, I think all of what life throws at you impacts the other aspects of life. You’re going to get some good luck, and I’ve had my share of both good and bad luck. Always keeping the long view usually helps balancing through all of that.


  • Station is completely free

Contact Info:

  • Website:
  • Email:
  • Instagram: @rukusavenueradio
  • Facebook: @rukusavenueradio
  • Twitter: @rukusavenueradio

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