The global music scene is witnessing a remarkable rise in South Asian influences, as artists from the region gain international recognition and audiences. Arooj Aftab made history in 2022 as the first Pakistani Grammy winner, securing the Best Global Music Performance award for her song “Mohabbat.” In 2023, Diljit Dosanjh became the first Punjabi artist to perform at the Coachella Valley Music and Arts Festival, highlighting the region’s rich musical heritage. Meanwhile, Avara, a first-generation Indian American artist, captivated fans during her debut tour, with her monthly Spotify listeners skyrocketing by over 250% since November 2024. Warner Music Group’s launch of 5 Junction Records in April further underscores the growing demand for South Asian-inspired music in North America. Billboard CEO Mike Van attributes this surge to evolving tastes, technological advancements, and the activation of diaspora audiences. Artists like Nora Fatehi, who transitioned from Bollywood to global stardom, exemplify the power of cross-cultural collaboration. As the U.S. becomes increasingly diverse, younger generations are embracing global sounds, with Gen Z and Gen Alpha leading the charge. Avara’s journey, blending Indian classical and Western influences, reflects the rise of “third culture kids” who navigate multiple cultural identities. Her upcoming album, “MARA,” aims to create a new genre by fusing diverse musical styles. This cultural fusion is reshaping the global music industry, offering fresh perspectives and innovative sounds.
From India to Pakistan and the global diaspora, South Asian sounds make an impact worldwide
