South Asian music is increasingly resonating worldwide, impacting global music trends from India to Pakistan and throughout the diaspora. Traditional instruments like the tabla and sitar, along with Bollywood hooks, are appearing in mainstream playlists and shaping new music.
Listeners across the globe are embracing South Asian musical elements, with sounds featuring tabla, sitar, and folk vocals gaining traction on major platforms. What was once considered niche is now becoming part of mainstream music. Producers in the United States are incorporating traditional South Asian instruments to create unique sounds, aiming to connect with a broader audience. Artists like Jay-Z and Timbaland have previously experimented with these sounds, paving the way for new musicians. In the United Kingdom, the British-Asian community has long integrated Bhangra and Indian classical music into club and radio scenes, with artists like Apache Indian and Bally Sagoo pioneering this cross-cultural exchange. Australia is also witnessing this shift, with independent music shops seeing increased interest in instruments and gear that blend local and international influences.
Several artists are blending cultures and achieving international recognition. Diljit Dosanjh, for example, made history as the first Punjabi artist to perform at Coachella, capturing global attention. His collaboration post with Coachella garnered over 33 million views on Instagram, demonstrating the growing interest in South Asian music. Other artists, such as Arijit Singh, Badshah, and Hanumankind are also contributing to this global phenomenon. Hanumankind, emerging from Kerala, is pushing the boundaries of Indian hip-hop, with tracks like "Big Dawgs" gaining international popularity. His multilingual verses and energetic style are connecting with audiences across cultures, proving that Indian rap has a global appeal.
Streaming services like Spotify and Apple Music have played a crucial role in this expansion. Playlists featuring global pop, chill, or meditation music often include songs from India, Pakistan, and Sri Lanka, making it easier for listeners to discover new sounds. The accessibility of these platforms encourages people to explore music they might not have found otherwise, and the popularity of these songs demonstrates an appreciation for familiar sounds presented in new ways. Even artists in indie and electronic scenes are sampling Indian ragas and Pakistani Qawwalis, blending them into various genres like lo-fi, trance, and ambient tracks. The result is music that feels both ancient and modern, familiar yet surprising.
The rise of South Asian music has also been acknowledged through awards and recognition. The Juno Awards in Canada introduced the South Asian Music Recording of the Year category, marking a significant milestone. This acknowledges the genre's substantial commercial success and deep-rooted influence on Canada's cultural landscape. AP Dhillon won the award for "Brownprint," adding to his already impressive career. The digital streaming market is projected to reach ₹8 billion by 2025, highlighting the financial growth and potential of Indian music. Viral phenomena, such as "Ishq Hai," have topped global charts within days of release, further demonstrating the increasing global demand for Indian music.
Overall, South Asian music is thriving, captivating listeners worldwide and redefining the global music scene. With increasing representation, growing accessibility through streaming platforms, and the fusion of traditional and modern sounds, the impact of South Asian music is set to continue its rise on the world stage.
