South Asian music scene is growing at a rapid pace, despite facing difficulties in making a mainstream impact. DJs in west London are fusing sounds, cultures, and beats, celebrating their culture and identity. Despite a cult-like following, South Asian artists are struggling to break into the mainstream music charts, with only a handful of artists achieving top 40 singles. Singers like Jay Sean and Naughty Boy have faced challenges breaking into the mainstream music industry due to stereotypes and ignorance.
Efforts like setting up record labels and increasing the diversity of music festivals are being made to give South Asian artists a platform. Social media has also played a significant role in the success of upcoming artists like girl group Girls Like You, who have gained millions of followers and hope to turn their social media success into chart-topping hits. Despite these efforts, artist Naughty Boy emphasizes the need for a long-term commitment to change the landscape of the music industry, as South Asian music’s increasing popularity should not be seen as just a passing phase.
The journey for South Asian artists into the mainstream music industry has been a challenging one, with stereotypes and ignorance hindering their success. Efforts are being made to change this narrative, with artists like Girls Like You and record labels like 91+ striving to give South Asian talent the platform they deserve. As social media and music festivals continue to play a role in promoting South Asian music, the long-term commitment of the music industry will be crucial in ensuring lasting change for South Asian artists.
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