Sareata Ginda began her career in the music industry in the early 90s working with leading club promoter Rachel B. She promoted soul, jazz, hip-hop and house DJs such as Trevor Nelson, Judge Jules, Paul 'Trouble' Anderson, Gilles Peterson and Patrick Forge. In the mid 90s she worked at L'Attitude, Mercury Records first in-house dance music label. In the late 90s the British Asian underground movement inspired her to move on to artist management. Assisting Suki Talwar, Director of SoundWave Management she worked with an exciting roster of new talent: State of Bengal 'Visual Audio' (One Little Indian, 1999), Amar 'Outside' (Warner Music, 2000), Jolly Mukherjee 'Fusebox' (Palm Pictures, 2000), Underwolves 'Under Your Sky' (Island / Jazzanove Compost, 2001).
In 2002 she was appointed Administrator for the AHRC Research Centre for Cross-Cultural Music and Dance Performance, Music Department, SOAS. Her role was soon expanded to include the coordination of music events. Sareata then developed and coordinated London's first World Music Summer School, which is now in its eleventh year. She also created a very successful SOAS Concert Series promoting such artists as jazz saxophonist Gilad Atzmon, Japanese taiko drummer Joji Hirota, Shakuhachi player Kiku Day and Cheng Yu, Chinese pipa player, plus many more.
In 2006 Sareata joined the Arts Council's flagship Asian Arts organisation, Asian Music Circuit as Programme Manager. She managed extensive UK tours for an array of Asian artists including percussionist Trilok Gurpu, Wayang Golek (traditional Indonesian puppetry and gamelan troupe), Rajasthani Folk musicians, Payvar Ensemble, Pandit Hariprasad Chaurasia and Ustad Ghulam Ali. She also managed the Company's education team who produced an annual summer school in Asian music at the Royal Academy of Music, as well as various outreach projects.
Sareata was then headhunted by leading Indian entertainment company Saregama and joined as Assistant Manager. She developed the Company's digital music business, launched blockbuster Bollywood soundtracks, project managed back catalogue albums and assisted in the development and management of the Company's live events arm, which produced the following sold-out UK tours:
Ustad Rahat Fateh Ali Khan, 2011
Asha Bhosle and Shujaat Khan, Naina Lagai Ke, 2011
Roop Kumar Rathod, 2010 Debut UK Tour
Ustad Rahat Fateh Ali Khan, Simply Rahat, 2010
Ustad Rahat Fateh Ali Khan with City of Birmingham Symphony Orchestra: Remembering Nusrat, 2009
Sonu Niigaam and City of Birmingham Symphony Orchestra: Rafi Resurrected, 2008
In 2010 Sareata worked as a Research Assistant for University of Westminster's Centre for Commercial Music. She is a Visiting Lecturer on MA Music Business Management,University of Westminster and currently lectures on Music Business and Arts Management at Middlesex University.
Sareata Ginda is a graduate of MA Music Business Management, University of Westminster.
Learning & Teaching Interests
Module Leader: MUS4072 Arts Management
Module Leader: MUS2073 Principles of Music Marketing
Module Leader: MUS2066 Live Music Industry
Lecturer: MUS1235 Across the Culture Industry
Lecturer: MUS3055 Independent Project
Lecturer: MUS3073 Event Management
Research Outputs & Interests
An Arranged Marriage: BBC and British Asian Audiences, paper given at Global Migration and Multiculturalism: Religion, Society, Policy and Politics, Centre for Research on Nationalism, Ethnicity and Multiculturalism (CEONEM), 7th Annual Conference,University of Surrey / University ofRoehampton
Global entertainment industry, with a special interest in the business of Indian entertainment
Arts management, cultural policy and practice
Funded Research & Knowledge Exchange Projects
Engagement & Impact
2009 - In The City, Panel member, East meets West: There is a land of opportunity for all
2008 - Advisor / co-ordinator: Lets Get Digital: How can world music benefit from the digital music revolution, hosted by DISMARC (Discovering Music Archives) and AHRC Research Centre for Cross Cultural Music and Dance Performance - School of Oriental and African Studies (SOAS)
2006 - Advisor / co-ordinator: Women in Music, hosted by AHRC Research Centre for Cross Cultural Music and Dance Performance - School of Oriental and African Studies (SOAS)