2 Minutes With ... Ranya Khoury, Director of Streaming at Spinnin' Records
Ranya Khoury is the first U.S. hire for global dance label Spinnin’ Records. She serves as stateside streaming director on tracks for Alok, Timmy Trumpet, The Chainsmokers, Joel Corry and more. She leads all U.S.-based DSP, social and fitness partnerships for the company, including initiatives with Spotify, Apple, YouTube, TikTok and Peloton.
Prior to Spinnin’, she managed L.A.-based DJ Kooze, helping secure his first live performance at 2021's Lollapalooza in Chicago. She also created new revenue models for Hits Daily Double as digital accounts manager and was a part of Universal Music Group's streaming marketing team. Khoury became the first person in her immediate family to graduate college, earning a B.A. from California State University, Fullerton. She's an advocate for women in music, paving the way for entrepreneurial endeavors.
We spent two minutes with Ranya to learn more about her background, creative inspirations and some recent work she's admired.
Ranya, tell us...
Where you grew up, and where you live now.
I'm an L.A. native through and through. I grew up about an hour outside the city in the tiny suburban town of Glendora. I currently live in L.A. proper.
Your earliest musical memory.
A memory that left the biggest impression was my first concert. It was at the U.S. Open and Grouplove was performing a free show. It was one of those moments where I realized how many people are necessary to put on a show.
Your favorite bands/musicians today.
Odesza, James Blake, Elderbrook, The XX, Tove Lo, Fred Again, Florence and The Machine and Hozier, to name a few.
One of your favorite projects you've ever worked on.
Integrating Instagram Reels into Alok & Alan Walker's, "Headlights" (feat. KIDDO music video). It was a simple but incredibly effective marketing campaign that led to the record being used on IG Reels over 230,000 times. The momentum on Instagram Reels translated over to TikTok resulting in 450,000 creations and a banner takeover during the week of release.
A recent project you're proud of.
Most recently, Joel Corry x Ron Carroll's Nikes. It was a complete team effort with timing on our side, with Miami Music Week being the week after release. It was an instance where I was reminded how creativity wins.
For the release, our brand partnership team secured a multi-level deal with Elynxir and deadmau5's Pixelynx, while myself and our digital marketing team launched the record. During Miami, Joel was announced as a surprise guest for our tenth annual, Spinnin' Sessions—with the set being recorded and broadcasted to SiriusXM and Apple Music DJ Mixes, Nikes began making waves in the U.S. early on.
A partnership with Meta for the official music video was announced in Miami via a digital moving billboard, giving Miami guests an exclusive first-look at the music video prior to its launch date. Following Miami a Spinnin' Sessions Lanebreak class was released on Peloton, with Nikes being the focus record of the campaign. Various digital marketing efforts were ingested throughout the weeks leading up to, during and after the records release.
One thing about how the music world is evolving that you're excited about.
Integration within the Web3 space. It's exciting to think about what else we can achieve with advancement in technology on our side.
Someone else's work, in music or beyond, that you admired lately.
Taylor Swift's The Eras Tour. The production. The setlist. It's all genius, and incredibly inspiring.
A book, movie, TV show or podcast you recently found inspiring.
For podcasts, I listen to Almost 30, EXPANDED and The Balanced Blonde religiously. Any episode I listen to is deeply moving and inspiring. I highly recommend checking them out!
An artist you admire outside the world of music.
Your favorite fictional character.
Katniss Everdeen. She's a badass.
Someone worth following on social media.
Justin Long (@justinlong), to remind you that authenticity in Hollywood is out there.
Your main strength as a marketer/creative.
Forming genuine and lasting working relationships. I don't think I would be as successful as I am today if it wasn't for the relationships I've been able to build.
Your biggest weakness.
Learning the difference between done and perfect. When working in a fast-paced industry, sometimes done is better than perfect.
Something people would find surprising about you.
I'm an ambivert.
One thing that always makes you happy.
Pictures of dogs
One thing that always makes you sad.
What you'd be doing if you weren't in the music business.
Interior design—it's deeply creative and requires a lot of forecasting/planning. It's so satisfying seeing your vision come to life, especially if it’s within your own home.