48-49 LSB Pophouse (SL).qxp_NEW LSB 2008 GRID 01/05/2026 13:00 Page 1
IN CONVERSATION WITH… POPHOUSE Inset: Several major projects are underway for KISS including a biopic, a documentary and an avatar show in Las Vegas. Below centre: Being entrusted to steward Tina Turner’s catalogue and brand is “something we are genuinely so excited about”, says Simta.
Hit
MACHINE
From immersive fan events and museum installations to licensing partnerships and groundbreaking live concepts like an upcoming KISS Avatar show in Las Vegas, Pophouse brings iconic music to life in ways that create unforgettable experiences for fans worldwide. LSB catches up with head of licensing, Simta Sawhney, to find out more.
S
tockholm-based entertainment company, Pophouse has been quietly building its licensing foundations over the past few years. During this time, it has been prioritising strategic partnerships and laying the groundwork for some ambitious long-term growth. Already boasting the catalogues for KISS, Cyndi Lauper, Avicii and Swedish House Mafia, earlier this year it revealed a significant expansion with the signing of a majority stake in Tina Turner's music rights, as well as her name and likeness. For Simta Sawhney, it’s been a whirlwind start to her role as head of licensing, having joined Pophouse from Paramount at the beginning of 2026. “Joining Pophouse, the biggest learning for me has been how deeply the company thinks about long-term artist storytelling, and how licensing is part of a much bigger cultural strategy,” she tells LSB. “The business recognises Inset: Simta Sawhney, value in how head of licensing.
48
LICENSING SOURCE BOOK 2026
licensing can amplify an artist’s legacy and future relevance. It’s so great to work in an environment that moves quickly, is entrepreneurial and encourages new ideas. “My time at Paramount really helped me hit the ground running. Managing the licensing business for the UK and a few other territories taught me how to work across very different markets, build strong partner relationships and drive commercial growth while still protecting the brand. That experience has translated really naturally into my role at Pophouse.” Simta explains that the artists Pophouse works with are quite diverse, with various storytelling themes to bring to life, while the company is also able to tap into anniversaries or fan initiatives. “Cyndi has her residency in Las Vegas, as well as 2026 marking the 40th anniversary of True Colours, which both bring with it exciting opportunities to extend those moments across licensing partnerships,” offers Simta. “With Avicii we are very focused on keeping Tim’s music at the heart of anything that we activate, as was the case with our partnership with Tomorrowland