Investors and labels are buying into the growing South Asian music business in the U.S.
The South Asian music business is gaining traction in the U.S., driven by the streaming era and changing demographics. Warner Records is focusing on South Asian talent and collaborations with American artists to enhance visibility in the music scene. Executives believe that the younger generations are eager for diverse representation in music, leading to a growing global audience.
- ▪Warner Records is narrowing its focus on the South Asian music business due to the streaming era.
- ▪Karen Kwak emphasized the importance of youth wanting to see stars that look like them.
- ▪Nora Fatehi has successfully tapped into the South Asian market despite not having a direct connection to it.
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The streaming era has helped Warner Records to narrow its focus on the South Asian music business because it lowers the barriers to entry, said Karen Kwak, the company's executive vice president and head of artists and repertoire.Kwak told CNBC that when she got into the music business, there were practically no other executives or artists who looked like her. Now, that picture has changed dramatically.Kwak said the younger generations, especially in South Asia, are driving current music trends."That is what is so great about the music world we live in today, is that everybody is embracing who they are, and I think youth all over the world, they want to see stars that look like them," Kwak said. "It's a rabid fandom in India ...
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