I spent many years when I was working at MTV and again reporting on music stories for Channel 4 News, SKY News, and beyond, thinking about why South Asians weren’t more prominent in the music charts and behind the scenes of the UK music industry.
Is it because traditionally and culturally south Asian communities encourage their children not to work in the Arts, but to get serious careers like lawyers and doctors?
After all, if a career in music is unstable for most people, why would any community actively encourage their young people to choose that career path?
Is it simply because society doesn’t align Asians with the ‘’cool factor’’ that being a pop star requires?
Asian communities renowned focus on education tends to stereotype us in pop culture as being the IT nerds, or worse – simply offers us endless TV shows about cooking, Indian Railways, honour killings, arranged marriages and terrorism.
18th July – 17 August is South Asian Heritage Month.
South Asian Heritage Month launched in 2019, and yet five years down the line, most corporations have chosen to simply ignore its existence. However, I’ve noticed that this year there’s been a sudden flurry of activity as businesses attempt to arrange last minute South Asian Heritage Month events (after the month started!).
Can you imagine any other annual calendar staple recognising communities like International Women’s Day, Pride Month, or Black History Month events being arranged after the period has begun?
The lack of live events around South Asian Heritage Month, coupled with the fact that the ones that I’ve been to this year have been woefully awful, means things must improve. (One event enticed a small audience with the promise of ‘’drinks and snacks’’ then offered that global renowned South Asian delicacy of chicken goujons and chips).
How can Bollywood be one of the biggest arts industries in the world, with global audiences enjoying Asian sounds and music, and yet here in the UK, Asians in the music scene are practically invisible?
How can the South Asian community be the largest non-white community in this country and yet to be so woefully underrepresented in the music industry?
I rarely see Asians in the music landscape. According to this year’s UK Music Diversity Report, 7.6% of the UK music industry is Asian. Well, where are they? They are invisible. Are they being platformed on industry panels? Are they being considered for industry highlights lists? Are they being nominated for awards?
One of our most successful British Asian music acts – Jay Sean – had to leave the UK to become successful and reach his full potential. He achieved U.S chart success and broke American Music records that no other British had managed in the past, and yet even once he achieved those accolades, his accolades were ignored here in the UK. What message do you think that sends to younger Asian people interested in a career in music?
Are the British South Asian community allowed to be creative and create music?
How often over the years have tracks from names like Talvin Singh and Nitin Sawhney playlisted on radio stations A Lists, as opposed to relegating them to ‘’specialist’’ shows?
Are British ears, hearts and minds open to hearing music by Asian talent that’s not simply the stereotype of twanging sitars?
Is it the Asian culture or music industry that makes the two unattractive to each other?
Would M.I.A, Jay Sean, Naughty Boy and Steel Banglez make it in the UK music industry if they’d used their real names?
Do South Asians exist at leadership levels in the UK music landscape?
Who are the prominent British South Asians in the music industry?
The industry more widely is waking up to the global rise of South Asian music.
Last year, Coachella was praised for its line-up which included Mercury Prize nominee Joy Crookes as well as Diljit Dosanjh, Ali Sethi, Jai Paul and Jai Wolf.
This year, Glastonbury had its first ever dedicated South Asian stage area featuring names like DJ Ritu, Anish Kumar, Manara and Nabihah Iqbal.
And yet, across the music industry platforms and brands who usually rush to create content and curate events around every other underrepresented community, has been woefully quiet when acknowledging South Asian Heritage Month. We see you.
I hope behind the scenes and backstage in music’s hallowed boardrooms, South Asian Heritage Month 2025 will step up.