When music executive Anjula Acharia began pitching superstar actress Priyanka Chopra Jonas to Hollywood in the early 2000s, her label partner Jimmy Iovine – the name behind pop sensations such as Eminem and Lady Gaga – told her it was 20 years too early to bring South Asian talent to the United States.
Today, Acharia is the founder and CEO of 5 Junction, a joint label with Warner Music Group focused specifically on investing in South Asian artists in the United States
“It seemed crazy to think we were 20 years too early, but now, 20 years later, with the explosion of people like Diljit Dosanjh and Karan Aujla… there are all these South Asian bands coming here and really selling out, especially in the live arena,” Acharia told CNBC.
The market for South Asian music in the United States has remained largely untapped, but as music becomes more global, such as with the success of K-pop and Latin groups, South Asian talent presents itself to investors as the next big business opportunity, Acharia said.
Global music revenues are reaching unprecedented heights, surpassing $30 billion in 2025, according to the International Federation of the Phonographic Industry. Spotify said last year that Indian artist streams in international markets grew by more than 2,000% between 2019 and 2023, and that almost 50% of Indian artists’ royalties on the platform in 2024 came from listeners outside India.
With South Asia’s growing population and diaspora, this segment is poised to become one of the fastest growing segments in global music, according to Acharia.
“We’re in a different time and I think with digital things travel a lot faster,” she said. “A lot of big hits have been made with samples of Indian music, so it’s been in the zeitgeist for a long time – it just hasn’t been given a face.”
As more labels look to the subcontinent, Acharia said the company is currently in an experimentation phase, to determine what works and how fan bases will evolve. Warner Music Group is the third-largest music label in the United States, holding approximately 17% market share in terms of distribution ownership as of the first quarter of 2026, according to Billboard.
“I think the business proposition lies in this global Indian fandom,” she said. “How do we galvanize this audience and this fandom, and how do we serve them?”
Rhea Raj at the Atlantic Music Group and Salomon Present: Whisper Room, A Pre-Grammy Celebration event at The Hole in Los Angeles on January 30, 2026.
Chad Salvador | JMJ | Getty Images
5 Junction represents big-name artists such as singer and songwriter Rhea Raj, who told CNBC she sees South Asian music becoming more mainstream in the United States.
“We’re seeing more artists at big festivals and at award shows, and I think the best is yet to come,” Raj said.
Raj and his sister, Lara Raj, of the girl group Katseye, are two of the many South Asian artists in the United States who are building fan bases spanning all backgrounds and ethnicities.
Rhea Raj, who got her start on “American Idol” nearly a decade ago, said she thinks the time is right for South Asian music to “explode” in the United States, especially as 5 Junction continues to bring more artists to the main stages.
“South Asian music is so diverse and, within that, there are so many countries and regions and styles and things to break down and explore, and I just hope that as time goes on and we have more and more artists in the mainstream pop world, we’ll be able to see more and more of them,” she said.
“Building worlds”
Nora Fatehi performs on “The Tonight Show Starring Jimmy Fallon,” November 19, 2025.
Todd Owyoung | NBCUniversal | Getty Images
The streaming era has helped Warner Records focus more on the South Asian music business because it lowers barriers to entry, said Karen Kwak, the company’s executive vice president and head of artists and repertoire.
Kwak told CNBC that when she first got into the music business, there were virtually no other executives or artists who looked like her. Today, this image has radically changed.
Kwak said younger generations, especially in South Asia, are driving current music trends.
“That’s what’s great about the music world we live in today is that everyone buys into who they are, and I think young people around the world want to see stars that look like them,” Kwak said. “It’s a rabid fandom in India…and that’s exactly where we want to be.”
The record company also works to encourage collaborations between South Asian musicians and popular American artists to help them break into the music scene, she added.
“It’s really about building worlds, and yes, of course we will continue to invest [in South Asian talent]” she said. “That’s what music is. We change, impact and create new musical culture. »
It’s also important for Warner to “mix and blend genres,” Kwak said, adding that the company invests in South Asian talent that spans multiple music types, languages and audiences.
Nora Fatehi is one of these artists. The Moroccan-Canadian singer and actress, who has more than 45 million followers on Instagram, saw the potential in the South Asian market and set out – targeting that audience even though she has no ties to South Asia – and became one of the biggest names in the industry.
“Right now, what 5 Junction and Warner are trying to do is tap into the different talents that are coming from this country, give them a platform and also allow people around the world to consume music and artistry like never before,” she told CNBC.
Fatehi, who will perform at the World Cup opening ceremony in Toronto in a few weeks, said that while the U.S. market is difficult to break into as a foreigner, she sees results strengthening as more South Asian talent heads west.
“I think the audience is ready for different things,” Fatehi said. “Now, with YouTube and Spotify and with social media, I think the boundaries no longer exist. …I think labels, managements and platforms are realizing that people are willing to consume different types of music. »
— CNBC’s Ryan Baker contributed to this report.