Arooj Aftab made history in 2022 as the first Pakistani to win a Grammy, earning accolades for her captivating track “Mohabbat.” This monumental achievement paved the way for further recognition of South Asian talent in the global music arena.
In a notable progression of this trend, actor and singer Diljit Dosanjh became the first artist from Punjab, India, to perform at the renowned Coachella Valley Music and Arts Festival in California, showcasing the rich musical heritage of the region. Following in this vein, Avara, a first-generation Indian American artist, launched her debut tour in August 2024, captivating audiences in Brooklyn. Avara has seen her Spotify listeners surge by over 250% since November 2024, underscoring the growing appeal of artists with South Asian roots.
The rising popularity of South Asian music has captured the attention of major industry players. In April, Warner Music Group established 5 Junction Records, focused on promoting South Asian-influenced artists within North America. According to Billboard CEO Mike Van, the growth of these artists has been incremental, driven by advancements in technology and an evolving global audience’s taste.
This flourishing interest in South Asian music suggests a promising future, as more artists gain platforms to reach wider audiences. The fusion of cultures and sounds is not only enriching the global music landscape but also fostering a sense of community and connectivity among diverse musical expressions.