SXSW 2025: The Rise of South Asian Talent & How the West Can Embrace It

Daniel Harrold
SXSX 2025 - SJMC Student Media Coverage

With nearly 200 countries across the globe, music remains a universal force, continuously evolving through cultural influences. As genres and styles blend, new sounds emerge, shaping the global music landscape. South Asian artists are making waves in the international music industry, and the SXSW panel, “The Rise of South Asian Talent & How the West Can Embrace It,” will explore how the Western music industry can invest in and support this growing crossover movement.

This insightful discussion will feature industry professionals—including agents, managers and artists—who are working to bridge the gap between South Asian talent and Western audiences. Panelists will share strategies for introducing South Asian artists to a broader market while ensuring their cultural identity remains at the forefront.

As industries shift to embrace more diverse voices, Jashima Wadehra, a featured panelist and expert in international marketing, brand partnerships and music releases, emphasized the importance of qualitative data in making informed decisions about expanding into new markets. 

“I am excited to share how qualitative data will determine how well the West navigates the Eastern live events, music, and entertainment industries,” Waderha said. 

The discussion will offer practical insights into how Western companies and artists can engage with South Asian music in an authentic and sustainable way.

Attendees can expect an in-depth look at the research and strategies that are shaping the future of South Asian music in Western spaces. Culture is constantly evolving, and conversations like this influence meaningful change. Wadehra encourages industry professionals to approach cultural exchange with an open mind.

“Don’t view new markets, cultures or people as a tourist,” Wadehra said. “View them through the lens of an investor. Who knows best? How can you add value to what they’re already doing, and how can you scale together?”

With an impressive lineup of industry leaders, this panel will be a must-attend event for anyone interested in the globalization of music and the role of South Asian artists in shaping the future of the industry.

Event Details:

Panel: The Rise of South Asian Talent & How the West Can Embrace It
Panelists: Umer Durrani, Gayathri Krishnan, Monika Varma Samtani and Jashima Wadehra
Date & Time: March 10, 2025 | 10-11 a.m. 
Location: Austin Convention Center, Room 18AB (International Music Track)

For those eager to gain valuable insights into the growing influence of South Asian music in Western markets, this panel is not to be missed.