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South Asian Music Hits US: 20 Years Later, The Boom Is Here
30 May
Summary
- South Asian music market in the U.S. is becoming a major business opportunity.
- Spotify streams of Indian artists abroad grew over 2,000% from 2019-2023.
- Warner Music Group is investing in South Asian artists through 5 Junction.
Music strategist Anjula Acharia, who once faced skepticism about introducing South Asian talent to Hollywood, is now a key player in its U.S. music scene. Her joint label, 5 Junction with Warner Music Group, focuses on investing in South Asian artists, recognizing a market once deemed too early for such ventures.
Two decades later, Acharia observes a dramatic change, with artists like Diljit Dosanjh and Karan Aujla achieving significant success, particularly in live performances. This growth aligns with broader trends in global music, where K-pop and Latin acts have already demonstrated the power of diverse markets.
This surge is substantiated by data: global music revenues surpassed $30 billion in 2025. Spotify reported over 2,000% growth in international streams of Indian artists from 2019 to 2023, with nearly half of 2024 royalties originating from outside India. This expansion highlights South Asia's potential as a fast-growing segment within the global music industry.
Warner Music Group, a major label with approximately 17% market share in Q1 2026, is actively exploring this space. Acharia emphasizes the immense potential of a "global Indian fandom" and is focused on strategies to engage and serve this audience, marking a new era for South Asian talent in the U.S.
