Investors and labels are buying into the growing South Asian music business in the U.S.

Warner Music Group (WMG), the third-largest music label in the U.S., is expanding its footprint in the South Asian music market through its new joint venture, 5 Junction. Founded by music executive Anjula Acharia, 5 Junction focuses on investing in South Asian talent within the U.S., capitalizing on the growing popularity and commercial potential of this genre. The move reflects a broader trend of globalizing music markets, with South Asian artists increasingly gaining traction, particularly in live performances and streaming platforms. Acharia, who previously attempted to introduce South Asian talent to Hollywood two decades ago, now sees a ripe opportunity as artists like Diljit Dosanjh and Karan Aujla achieve significant success. The South Asian music market in the U.S. has largely been untapped until recently, but its rapid growth mirrors the global rise of other non-Western genres such as K-pop and Latin music. According to the International Federation of the Phonographic Industry, global music revenues are expected to surpass $30 billion in 2025, with Indian artists’ streams on platforms like Spotify increasing by over 2,000% internationally between 2019 and 2023. The South Asian diaspora and the region’s large population contribute to this burgeoning market, positioning it as one of the fastest-growing segments in global music. Digital platforms have accelerated the spread of South Asian sounds, which have long influenced mainstream music through sampling but lacked prominent representation. As the industry experiments with how best to engage this audience, 5 Junction aims to build a global Indian fandom and develop sustainable business models around it. Artists represented by 5 Junction, including singer-songwriter Rhea Raj, note that South Asian music is becoming more mainstream in the U.S., with increased visibility at major festivals and award shows. Warner Music Group’s strategic investment signals a recognition of the genre’s commercial viability and cultural impact, potentially paving the way for South Asian music to become a significant force in the global entertainment landscape.