Priya is a London-born Director and Creative Director who is passionate about telling stories that emerge from the margins, grounded in the energy and intimacy of everyday life.
She has made a name for herself by crafting visually impactful live performances, music videos, and short-form documentaries for some of the most exciting names in music including Pop Smoke, Billie Eilish, Summer Walker, Ella Mai, Giggs, Jessie Reyez, Yungblud, Omar Apollo, and Coco Jones. Her work has been recognized by publications such as The Fader, Billboard, and Teen Vogue.
Priya got her start at Vevo where she produced and directed original content with both rising and established artists. She directed live performances for Olivia Rodrigo, Yungblud and that performance of Doja Cat as well as developing short-form content franchises and directing the “dscvr” live performances series. Most recently she was Director of Creative Content at Love Renaissance (LVRN), the leading Atlanta-based label redefining the next generation of R&B where she oversaw the overall artist creative direction of all visual assets for the roster. This led to directing a 5 part visual EP for Ayanna, a 4 part doc-series with Noisey for NoonieVsEverbody and the live show visuals for Summer Walker’s headline set at the Crypto Arena.
Priya's work as a director often explores diasporic identities and always somehow traces back to the stories, people and places that raised her. Her background as a writer is integral to her unique narrative-driven directorial style. Priya was also a contributing writer to The Good Immigrant USA, an award-winning best-selling anthology exploring race in 2019 and in 2020 was chosen as one of six directors for the inaugural class of The Salon, a mentorship program aimed at nurturing and amplifying South Asian talent. In 2023, she won the CREATE prize at the Beauty & You Awards aimed at celebrating the next generation of Indian talent and is currently working on her first narrative short.