Prime Highlights
- Warner Music Group and 5 Junction are increasing investments in South Asian artists as global demand for the genre grows.
- International streaming of Indian artists has surged, helping South Asian music gain mainstream recognition outside the region.
Key Facts
- 5 Junction is a joint label between Warner Music Group and entrepreneur Anjula Acharia focused on South Asian talent in the U.S.
- Spotify reported that streams of Indian artists in international markets grew by more than 2,000% between 2019 and 2023.
Background
The South Asian music industry is attracting growing attention from global record labels as rising international demand and digital streaming create new opportunities for artists from the region.
Anjula Acharia, founder and chief executive of 5 Junction, a joint label with Warner Music Group, said the market is entering a period of rapid growth as South Asian artists gain wider recognition outside their home countries. The label focuses on supporting and investing in South Asian talent in the United States.
According to industry experts, the rising popularity of artists like Diljit Dosanjh and Karan Aujla proves the rising demand for South Asian music worldwide, especially when it comes to live performances. According to Acharia, consumers are becoming more accepting of different music genres, thus laying fertile grounds for South Asian musicians.
The development is further driven by the growth of music streaming services. According to statistics released by Spotify, the number of listens received by Indian artists in foreign countries rose by 2,000 % in the period from 2019 to 2023. In 2024, about 50 % of royalty payments to Indian artists on the platform were made by non-Indian subscribers.
Warner Music executives said digital platforms have lowered barriers to entry, making it easier for artists to reach global audiences. The company is also encouraging collaborations between South Asian musicians and established American artists to expand their reach and visibility.
Artists represented by 5 Junction believe South Asian music is moving steadily into the mainstream. Increased participation in major festivals and other forms of entertainment has played a significant role in developing larger fan bases from varying cultures.
As more money pours into the industry by these record labels, there is an expectation within the industry that the next step in the development of South Asian music will come from the convergence of these factors.
