Arooj Aftab made headlines in 2022 as the first Pakistani artist to secure a Grammy Award, recognized for her enchanting song “Mohabbat.” This groundbreaking achievement has opened doors for increased visibility and appreciation of South Asian talent on the international music stage.
Building on this momentum, actor and singer Diljit Dosanjh marked another milestone as he became the first artist from Punjab, India, to perform at the prestigious Coachella Valley Music and Arts Festival in California. His performance highlighted the rich musical traditions of the region and further established South Asian artists in the global music scene.
In a similar vein, Avara, a first-generation Indian American artist, kicked off her debut tour in August 2024, dazzling audiences in Brooklyn. Her rise has been remarkable, with a significant increase in her Spotify listeners—over 250% since November 2024—indicating a growing fascination with South Asian artists and their unique sounds.
The burgeoning popularity of South Asian music has not gone unnoticed by major industry figures. In April, Warner Music Group launched 5 Junction Records, an initiative dedicated to promoting South Asian-influenced artists across North America. Billboard CEO Mike Van noted that the momentum behind these artists is a result of technological advancements and a shifting global audience’s preferences.
The increasing interest in South Asian music paints a hopeful picture for the future, as more artists find their voices and reach broader audiences. This fusion of diverse cultures and sounds is not just enriching the global music tapestry but is also fostering a sense of community and connection across various musical genres. As these artists continue to rise, they have the potential to redefine the music industry landscape.