In the early 2000s, when music executive Anjula Acharya began shipping superstar actress Priyanka Chopra Jonas to Hollywood, her label partner Jimmy Iovine (the name behind pop sensations like Eminem and Lady Gaga) told her it was 20 years too early to bring South Asian talent to the United States.
Currently, Acharia is warner music group Focuses on investing in South Asian artists specifically in the US
“It sounded crazy to think 20 years too soon, but now, 20 years later, we’re seeing an explosion of people like Diljit Dosanjh and Karan Aujla… South Asian artists are coming here and really selling out, especially in the live arena,” Acharya told CNBC.
The South Asian music market in the United States remains largely untapped, but as music becomes more globalized, South Asian talent is appealing to investors as the next big business opportunity, as is the success of K-pop and Latin artists, Acharya said.
According to the International Federation of the Phonographic Industry, global music revenues are at an all-time high and are expected to exceed $30 billion by 2025. spotify said last year that streams from Indian artists in international markets increased by more than 2,000% between 2019 and 2023, and that in 2024, nearly 50% of royalties from Indian artists on its platform came from listeners outside India.
According to Acharya, South Asia will become one of the fastest growing areas of music in the world due to its population growth and diaspora.
“I think we live in a different time and things are moving much faster digitally,” she said. “Many of the biggest hits were made using samples of Indian music, so Indian music has been in the zeitgeist for a long time, but it just hasn’t surfaced.”
As more labels look to the subcontinent, Acharya said the business is currently in an experimental phase to understand what works and how the fan base evolves. Warner Music Group is the third largest music label in the U.S., with approximately 17% market share based on distribution ownership as of the first quarter of 2026, according to Billboard.
“I think the business proposition is this global fandom of India,” she said. “How can we activate this audience and this fandom and how can we serve it?”
Rhea Raj attends the event “Atlantic Music Group and Salomon Presents: Whisper Room, Pre-Grammy Celebration” held at The Hall in Los Angeles on January 30, 2026.
Chad Salvador | WWD | Getty Images
5 Junction represents top artists such as singer-songwriter Rhea Raj, who told CNBC that South Asian music is becoming more mainstream in the United States.
“We’re seeing more artists at bigger festivals and award shows, but I think the best is yet to come,” Raj said.
Raji and her sister Lala Raji of the girl group Katseye are two of the many South Asian artists in the United States who have built fan bases across backgrounds and ethnicities.
Leah Raj, who started working on “American Idol” nearly a decade ago, said she believes it’s time for South Asian music to “explode” in the United States, especially as 5 Junction continues to bring more artists to the main stage.
“South Asian music is so diverse, with so many countries, regions, styles and things to break down and explore. As time goes on and more artists enter the mainstream pop world, I hope we’ll see more work like this,” she said.
“Building a world”
Nora Fatehi appears on “The Tonight Show Starring Jimmy Fallon” on November 19, 2025.
Todd Owyon | NBCUniversal | Getty Images
Karen Kwak, the company’s executive vice president and head of artist repertoire, said the streaming era has lowered barriers to entry and allowed Warner Records to focus on the music business in South Asia.
Kwak told CNBC that when she entered the music industry, there were few executives and artists who looked like her. Now, that image has changed dramatically.
Kwak said the younger generation is driving current music trends, especially in South Asia.
“The great thing about the music world we live in today is that everyone is accepting themselves. I think young people all over the world want to see stars that look like them,” Kwak said. “It’s a passionate Indian fandom…and that’s exactly where we want to be.”
The record company is also focused on encouraging collaborations between South Asian musicians and popular American artists to help them enter the music scene, she added.
“It’s really world-building. Of course we’re going to continue to invest[in South Asian talent],” she said. “That’s music. We’re changing, influencing and creating a new musical culture.”
Kwak said it was also important for Warner to “blend across genres,” adding that the company is investing in South Asian talent that spans multiple types of music, languages and audiences.
Nora Fatehi is one such artist. The Moroccan-Canadian singer and actress, who has more than 45 million followers on Instagram, saw potential in the South Asian market and, despite having no ties to South Asia, entered the market targeting that audience and became one of the biggest players in the industry.
“What 5 Junction and Warner are trying to do now is take advantage of the different talent coming out of the country and give them a platform so that people around the world can consume music and artistry like never before,” she told CNBC.
Fatehi, who is scheduled to perform at the World Cup opening ceremony in Toronto in a few weeks, said it’s difficult to beat the American market as an outsider, but the results are taking hold as more talent from South Asia makes its way to the West.
“I think the audience is ready for different things,” Fatehi said. “Come on, together. YouTube With the advent of Spotify and social media, I think borders no longer exist. …I think labels, management, platforms understand that people are ready to consume different types of music. ”
—CNBC’s Ryan Baker contributed to this report.
