music
Investors and labels are buying into the growing South Asian music business in the U.S.
Warner Music Group, the third-largest music label by market share, is tapping into the South Asian music movement with its latest venture, 5 Junction.
TL;DR
- Music executive Anjula Acharia, initially told she was too early to promote South Asian talent in the U.S., has launched 5 Junction, a joint label with Warner Music Group focused on this market.
- The South Asian music market in the U.S. is seen as a significant untapped opportunity, similar to the global success of K-pop and Latin music acts.
- Spotify has reported over 2,000% growth in streams of Indian artists in international markets between 2019 and 2023, with a substantial portion of royalties coming from outside India.
- Warner Music Group's investment is driven by the concept of a 'global Indian fandom' and aims to serve this audience effectively.
- Artists like Rhea Raj are experiencing South Asian music becoming more mainstream in the U.S., with increased presence at festivals and award shows.
- The streaming era has lowered barriers to entry, allowing labels to focus more on niche markets like South Asian music.
- Younger generations, particularly in South Asia, are influencing music trends, and there's a global desire to see stars that reflect diverse identities.
- Warner Music Group is encouraging collaborations between South Asian and American artists and is investing in talent across various genres, languages, and audiences.
- Artists like Nora Fatehi, despite not having direct South Asian heritage, have successfully tapped into this market by targeting the audience and leveraging platforms like Instagram.
- The widespread reach of platforms like YouTube, Spotify, and social media has diminished the relevance of borders in music consumption, making audiences more receptive to different types of music.