In the last few years, the global music scene has witnessed a remarkable surge in the popularity of South Asian sounds, with artists from Pakistan, India, and the diaspora making history and redefining what it means to go global. From award-winning milestones to viral social media moments, musicians with South Asian roots are breaking barriers, captivating audiences, and creating new genres that reflect both heritage and innovation.
It all started with a historic win in 2022, when Arooj Aftab became the first Pakistani artist to take home a Grammy, earning the global music performance award for her hauntingly beautiful song "Mohabbat." According to the Associated Press, this landmark achievement was more than a personal triumph; it signaled a broader shift in the international music landscape, where the sounds of South Asia were finally being recognized and celebrated on the world’s biggest stage.
The following year, the spotlight shifted to Southern California, where actor and singer Diljit Dosanjh made headlines as the first artist from India’s Punjab region to perform at the iconic Coachella Valley Music and Arts Festival. The Associated Press reported that Dosanjh’s performance, set against a smoke-filled stage, was a moment of pride not just for Punjab but for the entire South Asian community. It marked the arrival of Punjabi music at one of the most influential music festivals in the world, a testament to the growing appetite for diverse sounds among global audiences.
But the wave didn’t stop there. In August 2025, Brooklyn’s concert halls buzzed with excitement as first-generation Indian American artist Avara opened her debut tour. Seated in a bed of rose petals, she performed to a packed crowd, her unique blend of meditative R&B, soul, and Indian classical influences resonating with fans. Since November 2024, Avara’s monthly Spotify listeners have skyrocketed by more than 250%, a surge fueled in part by viral TikTok clips and the power of social media discovery. “I started getting a bunch of her TikToks,” said Alex Kim, a 22-year-old music assistant. “Everyone has a short attention span these days, but I was like, ‘Wait a minute, I actually really like this,’” Associated Press quoted.
Industry leaders are taking note. In April 2025, Warner Music Group launched 5 Junction Records, a label dedicated exclusively to marketing South Asian-influenced artists to North American listeners. Jürgen Grebner, general manager of 5 Junction Records, explained to the Associated Press that the label seeks out artists who already have strong fan bases at home. “A No. 1 song in India automatically will chart in the Top 20 on Spotify’s global charts,” he said, highlighting the immense crossover potential in today’s streaming-driven environment.
Billboard CEO Mike Van told the Associated Press that the rise of South Asian-influenced music is part of a larger trend. “It’s something that’s been forming slowly. We started to see these growth spurts over the last couple of years because of all the technology, evolving tastes and activation of these diaspora audiences.” Van also pointed out that younger generations—especially Gen Z and Gen Alpha—are leading the charge. “Artists have a direct connection now to their fans. You’ve got clips now, literally edited down to 10 seconds or less, that are capturing people’s attention that can go viral. And so it’s a new way of not only promotion, but also again, consumption and discovery.”
Collaboration is key to success in this new musical landscape. Grebner emphasized, “The only way really to win in those markets is to collaborate.” This approach is evident in the international girl group Katseye, whose members of Indian, Japanese, and Filipino descent recently starred in a Gap ad, as well as in cross-genre partnerships like Nora Fatehi’s single “Snake,” featuring U.S. pop and R&B star Jason Derulo. That track reached the top 20 on Spotify charts in both the U.K. and Canada, further cementing the global appeal of South Asian artists.
Nora Fatehi’s journey is a story of determination and cultural fusion. Born to Moroccan parents in Toronto, she moved to India 11 years ago, learned Hindi, and began auditioning for every modeling and acting role she could find. Her perseverance paid off: she became a Bollywood celebrity and, in a crowning moment, performed at the FIFA World Cup closing ceremony in Qatar. “The Indian audience is the reason why I am what I am today. So while I’m making myself into a global artist, I’m bringing them with me,” Fatehi told the Associated Press. Her story embodies the spirit of today’s South Asian artists—rooted in tradition but reaching for new heights on the international stage.
The roots of this musical movement run deep. Professor Francesca Cassio, chair of the music department at Hofstra University, explained to the Associated Press that music from India, Pakistan, Bangladesh, Nepal, Bhutan, Sri Lanka, and the Maldives has long served as a vehicle for spiritual teachings. North Indian classical genres like khyal gained Western popularity in the 1960s, thanks to sitar legend Ravi Shankar’s influence on artists such as the Beatles and John Coltrane. Today’s crossover, however, is broader and more democratic—driven by technology, social media, and the creative agency of artists themselves.
For Avara, the journey is deeply personal. Growing up in Marietta, Georgia, she often felt “never a part of the brown community but never completely a part of the American community.” Her debut album, “a softer place to land,” was a tribute to the artistic community that supported her. Now, her upcoming album “MARA” is about reclaiming her identity as a “third culture kid”—someone who balances their parents’ heritage with the culture they’re raised in. “I’m trying to create something completely different,” she said. “I’m trying to create a new genre with this stuff that comes from those influences of what I learned as a kid.” The album promises a fusion of Indian vocal riffs, Spanish guitar, reggae, and more—a sonic tapestry reflecting the complexity and richness of her experience.
The embrace of South Asian music by global audiences is not just a passing trend. It’s a testament to the power of cultural exchange, the democratizing force of digital platforms, and the creativity of artists unafraid to blend traditions. As Gen Z and Gen Alpha listeners continue to drive demand for fresh, diverse sounds, the future looks bright for musicians who dare to innovate while honoring their roots.
With Grammy wins, historic festival performances, and viral hits, South Asian artists are no longer knocking on the door of global music—they’re taking center stage, and the world is listening.
