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Hi, I’m Michael Perumal, a senior music and creator economy strategist with 11+ years of experience across global platforms. I specialize in platform growth, discovery systems, editorial strategy, and rights-aware monetization infrastructure. I’ve led product launches and scaling of music products, creator ecosystems, and localized market strategies across both emerging and mature regions. As a co-founder and strategic adviser at MJV & Co. since 2024, I help early-stage and scaling tech, media and creator-economy organizations navigate growth, monetization, and enterprise transformation.…Hi, I’m Michael Perumal, a senior music and creator economy strategist with 11+ years of experience across global platforms. I specialize in platform growth, discovery systems, editorial strategy, and rights-aware monetization infrastructure. I’ve led product launches and scaling of music products, creator ecosystems, and localized market strategies across both emerging and mature regions. As a co-founder and strategic adviser at MJV & Co. since 2024, I help early-stage and scaling tech, media and creator-economy organizations navigate growth, monetization, and enterprise transformation.

Michael Perumal

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Hi, I’m Michael Perumal, a senior music and creator economy strategist with 11+ years of experience across global platforms. I specialize in platform growth, discovery systems, editorial strategy, and rights-aware monetization infrastructure. I’ve led product launches and scaling of music products, creator ecosystems, and localized market strategies across both emerging and mature regions. As a co-founder and strategic adviser at MJV & Co. since 2024, I help early-stage and scaling tech, media and creator-economy organizations navigate growth, monetization, and enterprise transformation.…Hi, I’m Michael Perumal, a senior music and creator economy strategist with 11+ years of experience across global platforms. I specialize in platform growth, discovery systems, editorial strategy, and rights-aware monetization infrastructure. I’ve led product launches and scaling of music products, creator ecosystems, and localized market strategies across both emerging and mature regions. As a co-founder and strategic adviser at MJV & Co. since 2024, I help early-stage and scaling tech, media and creator-economy organizations navigate growth, monetization, and enterprise transformation.

Available to hire

Hi, I’m Michael Perumal, a senior music and creator economy strategist with 11+ years of experience across global platforms. I specialize in platform growth, discovery systems, editorial strategy, and rights-aware monetization infrastructure.

I’ve led product launches and scaling of music products, creator ecosystems, and localized market strategies across both emerging and mature regions. As a co-founder and strategic adviser at MJV & Co. since 2024, I help early-stage and scaling tech, media and creator-economy organizations navigate growth, monetization, and enterprise transformation.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Work Experience

Co-Founder, Strategic Advisor & Consultant at MJV & Co.

April 1, 2024 - Present

Advising 6 early-stage and scaling tech, media, and creator economy organizations on strategic growth, creator monetization models, operational structure, and enterprise-level transformation.

Content Operations Lead at TikTok

May 1, 2022 - April 30, 2024

Defined and executed regional music and creator ecosystem strategy, shaping discovery and adoption across TikTok platforms. Led editorial and curation systems across playlists, channels, and in-product surfaces, driving a 2x increase in music usage from curated and suggested sources. Played a key role in the launch of TikTok Music, contributing to editorial positioning, discovery mechanics, and market localization. Designed rights-aligned metadata and content supply frameworks for multilingual markets, improving recommendation accuracy and reducing friction across creator libraries. Partnered with Artist Services, Product, Legal, and Engineering to align discovery strategy with creator participation, fan engagement, and platform integrity.

YouTube Music Content Specialist at Google

March 1, 2020 - March 31, 2022

Shaped editorial and discovery strategy for YouTube Music in new and expanding markets. Led regional editorial curation and catalog strategy across SEA, aligning playlists, programming, and discovery surfaces with user behavior and market patterns. Collaborated with data engineering to localize dashboards, data models, and reporting to inform discovery decisions. Developed discovery models using contextual signals to improve relevance and session depth. Partnered with Product, Legal, Sales, and Operations on forecasting, rights alignment, and market readiness for launches.

Music Content & Licensing Manager at BandLab Technologies

April 1, 2018 - March 31, 2020

Designed and scaled BandLab’s music and creator ecosystem strategy, aligning editorial, licensing, and product workflows to support rapid creator growth. Built and managed the platform’s licensed music and sound effects library, clearing thousands of assets monthly for creator and derivative use. Led licensing and rights infrastructure supporting UGC, sync-ready assets, and monetization workflows, enabling creator payouts and platform scale. Partnered with Product, Legal, and Engineering to develop scalable operating models for content governance and IP clarity. Contributed to product roadmaps for M&A and joint ventures, ensuring music rights and discovery logic were integrated at launch. Reimagined platform terms of use and creator IP guidelines.

Music Content Specialist at Yonder Music

February 1, 2017 - March 31, 2018

Led local editorial and discovery strategy for in-app music experiences, driving rapid engagement growth in a nascent market. Built and managed key local partnerships, driving a 1000% decrease in user acquisition costs. Led guerilla content marketing efforts via artist collaborations at no cost, and increased content engagement by 250% within 100 days.

Repertoire Assistant at Capitol Records

January 1, 2016 - December 31, 2016

Helped develop global relational metadata architecture and integration processes. Supported reductions in global digital marketing spend via geo-targeting recommendations. Performed repertoire lifecycle and re-marketing analysis for 60+ Universal Music catalog artists.

Copyright Data Analyst at Music Reports, Inc.

January 1, 2014 - May 31, 2015

Administered publisher license agreements by liaising with PROs, labels, talent reps and music publishing organizations. Verified copyright claims and royalty disputes.