South Asian Soundcheck Results Announced

What 349 Music Creators Told Us About the Industry

The UK's first comprehensive study into South Asian experiences in music reveals both promise and persistent barriers

The full South Asian Soundcheck report is out now!

When we launched the South Asian Soundcheck earlier this year, we knew we were filling a gap. Previous diversity research had shown problems existed, but no one had asked South Asian music creators directly: what's actually stopping you?

Now we have answers. In the first comprehensive study into the South Asian music experience, 349 music creators and professionals shared their experiences with us, from established artists to emerging producers, managers to DJs. What they told us paints a picture of enormous talent held back by structural barriers and three clear priorities for change.

The findings were previously released in part at The Future Unveiled on 16th Sep 2025 in partnership with BPI, Warner Music Group and Elephant Music. The event set the stage for important conversations about where music is headed next.

The key insights not only shed light on the challenges and opportunities ahead, but also sparked a wave of optimism among those in attendance. The response from the audience was overwhelmingly positive — a clear sign that the industry is ready to embrace new possibilities and shape a hopeful future together.

Photo Credits: Sledge

Key Findings

• The Talent Gap That Isn't:

  The most striking finding? This isn't about a lack of talent or ambition. 73% of respondents already earn money from music. These aren't dreamers hoping to break in; they're established professionals making their mark. But here's the problem: only 27% can rely on music as their full-time income.

This isn't about talent shortages or lack of commercial viability. It's about systematic barriers preventing people who are already succeeding from building sustainable careers. Ammo Talwar, CEO of Punch Records and Chair of UK Music Diversity Taskforce, adds: "South Asian talent is often gatekept, perhaps overlooked or considered niche, whilst creative potential and fiscal growth suffers."

• The Progress Paradox:

  We discovered what we're calling The Progress Paradox. While 69% of respondents have noticed improvements in South Asian representation over the past two years, 68% still feel poorly represented in the industry.

"I want South Asian artists to be part of the collective mainstream industry," one respondent wrote, "not just put on South Asian-specific stages or events."

• Breaking Stereotypes:

  45% of respondents face stereotypes about what kind of music they should make based on their heritage. The assumptions are limiting and often wrong. In reality, 60% target global audiences rather than specific communities. These artists work across seven different genres on average. Their heritage informs their work (71% say it does), but it doesn't confine it.

• Beyond Performance

  62% identify lack of representation as their biggest barrier, but they're not just talking about artists on stage. They want to see South Asian people making programming decisions at festivals, signing artists at labels, holding senior roles at streaming platforms.

• Family Expectations:

  40% deal with family concerns about music as a career. This barrier is both cultural and practical. Families worry about financial stability in an industry that often provides neither clear career paths nor sustainable income.

"All I want is to tell my mum I've been booked to play at my favourite venue and for her to be excited, but I can't," one person shared.

• The Discrimination Reality:

  32% have experienced direct racial discrimination. The experiences aren't always overt, but they're persistent.

Three Evidence-Based Priorities

The research reveals exactly what South Asian music professionals need because we asked them directly:

1. 76% want industry mentorship and networking programmes. They need guidance from people who understand how the industry works and connections to decision-makers who can create opportunities.

2. 74% want increased South Asian representation. Not just as performers, but in executive, production, and programming roles at labels, festivals, streaming services, and media platforms.

3. 70% want dedicated funding and investment opportunities. Current funding often doesn't work for artists who cross multiple genres and target global markets rather than specific cultural audiences.

What Happens Next

The South Asian Soundcheck is just the beginning. The three priorities identified by our respondents, mentorship, representation, and dedicated funding, provide our roadmap forward.

We're calling on labels, festivals, streaming platforms, and funders across the industry to use these insights to drive meaningful change. When 349 South Asian music professionals tell you exactly what they need, the question isn't whether you should listen. It's whether you're ready to act.

The South Asian Soundcheck was designed by Sania Haq from Bye 2 Stereotypes, a music and market research expert who has led research for UK Music, Spotify, and SoundCloud.

It was reviewed and shaped in consultation with UK Music, BPI, Musicians' Union (MU), Music Managers Forum (MMF), PRS for Music, Association of Independent Festivals (AIF), and Warner Music Group.

The South Asian Soundcheck Report

Photo Credits: Sledge