How This College Student Is Promoting Songs From Drake, Bruno Mars and Other Global Superstars
From a laptop in Delhi, Lakshay built Lkay Media into a network of 7,000+ pages pulling 1.8 billion views a month — and the world’s biggest labels are now calling him.
When a Drake single needs to be everywhere by Friday, the call doesn’t always go to a Los Angeles agency anymore. Sometimes it goes to Delhi, to a founder who was still sitting through BBA lectures when he started building the machine.
Lakshay is the founder of Lkay Media, an independent music label and content network that has quietly become one of the more interesting players in the global “edit economy” — the world of fan edits, clips and short-form pages that now decide which songs blow up. His network of more than 7,000 edit and clip pages generates over 1.8 billion views every month. Artists like Drake, Bruno Mars, Tame Impala have had their songs pushed through it.
“Labels used to buy billboards,” Lakshay says. “Now they buy attention on pages people actually scroll. That’s what we built.”
It Started With a Few Edit Pages
Lakshay didn’t start with a pitch deck. He started with pages. In 2023, while studying for his BBA at ICFAI University Sikkim, he began running edit pages — short highly edited clips cut to music, the kind that rack up millions of views on TikTok and Instagram Reels.
He noticed something most of the industry hadn’t priced in yet. A single well-placed edit could move a song more than a paid playlist slot. Fans weren’t discovering music on the radio. They were discovering it under a slowed-down anime fight scene or a sports highlight.
“I wasn’t trying to start an agency,” he says. “I was just watching which videos went viral and asking why. Once you see the pattern, you can’t unsee it.”
That curiosity turned into Lkay Media.
What Lkay Media Actually Does
Lkay Media manages the Largest Network of TikTok and Instagram Editors. Its core business is High Quality edit-page campaigns — paid placements that labels and agencies use alongside traditional ads.
The company works across four pillars:
- Edit-page campaigns: a roster of 7,000+ creators that placed songs across thousands of movies, anime, sports and celebrity edits.
- Owned media: around 40 YouTube channels, Instagram pages and Spotify playlists built around phonk and funk.
- Music: an in-house label, with over 105+ Million streams within 13 months
Lakshay pitches it simply: Lkay Media is a distribution layer. A label brings a song, and our creators make content that appreciates that art even further.
Scaling the Machine — and the Team
Growth came from treating content like an operation, not a hobby. Lakshay tracked every edit category, and ran the numbers on every channel in spreadsheets. When the data showed one format driving a disproportionate share of views, he doubled down on it.
Hiring followed the same logic.
“I was the only guy working on campaigns when I started my agency. I was doing $20,000 a month and managing over 250+ creators myself,” says Lakshay. As the Campaigns grew, he brought in his childhood friend Sanskar Motwani who knew nothing about music marketing or the Editing Community.
“I hired Sanskar because I knew I could call him at 2am with a problem and we’ll work on it until it gets solved,” he says. “You can teach someone marketing, sales, or how to get something viral, but you can’t teach them grit, tenacity, or persistence.”
Today, the team runs 10 people across creator management, editing and operations.
Cold Emails to Major Labels — and Results That Answered Back
There was no warm intro. Lakshay landed his first label clients the hard way: cold outreach to major-label marketing teams and agencies, pitching edit pages as a cheaper, more native alternative to paid social.
What closed deals was proof. Lakshay used to run his own Instagram Page with over 50,000 followers averaging 100,000+ organic views per post. His first client Tribal Trap used to promote over 25 songs every month.
That client became his agency partner. And from there to Black 17 Media, Atlantic Records, Island Records and many other huge labels.
One of Lkay Media’s standout campaigns pushed Dave and Tems’ “Raindance” across 153 posts, generating 12.6 million views. Other campaigns have included work on releases from Drake – Janice STFU, Bruno Mars – Die With a Smile and others — Dracula – Tame Impala, Dai Dai – Shakira, etc.
“Labels don’t care about your story,” Lakshay says. “They care about the quality. So we made sure every campaign had the best of it.”
From Promoting Music to Owning It
Marketing other people’s songs taught Lakshay a great lesson: the real value sits with whoever owns the master. So he started building a catalogue of his own.
Lkay Media now operates as an independent label. It has released over 90+ songs as of October 2026, and generated over 105M+ streams on Spotify alone.
“The network is the engine,” he says. “The catalogue is the asset. You want both.”
Building a Network That Never Sleeps
While clients paid for reach, Lakshay was quietly building his own. Lkay Media now runs around 40 YouTube channels focused on phonk and funk compilations and Shorts, alongside a fleet of Instagram pages and Spotify playlists.
The channels grew from 15 to 25 to 40, each with daily upload targets. The team studied the analytics obsessively. Long-form phonk compilations turned out to drive roughly 90% of network revenue, while slowed-funk Shorts earned far more per view than standard Shorts. Those findings now shape what gets made.
The owned network does double duty. It earns ad revenue on its own, and it gives Lkay Media’s own releases a built-in launchpad. The plan is to take it to 100+ channels.
Lectures by Day, Label Calls by Night
The most surprising part of the story is the timeline. Lakshay built most of this while still a student, juggling classes, exams and campaign deadlines that ran on US/EUR label time.
That often meant late-night calls with teams in LA and London, then a morning lecture a few hours later. Assignments got done between campaign reports.
“College used to be my break from my work,” he says. “The internet was my classroom. I was attending school throughout the day.”
He credits the student years with one advantage: nothing to lose. With low costs and no reputation to protect, he could test formats, fail fast and keep the ones that worked.
Where Lkay Media Stands Today
Today, Lkay Media runs a network of 7,000+ edit pages pulling more than 2 billion views a month, around 45 YouTube channels, an independent label with a 95+ song catalogue averaging over 300,000 streams daily.
The next chapter is already in motion. Lkay Media is expanding into music catalogues and acquiring anime, starting its own anime company and negotiating rights to series content. The YouTube network is scaling toward 100 channels.
Ask Lakshay what’s next and he keeps it short.
“I like listening to songs in my playlist,” he says. “I’d love to own all of them if possible.”
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