In an era where global pop culture is more interconnected than ever, South Asian artists are making significant inroads into the mainstream music industry. From the pulsating beats of Bollywood to the introspective depths of alternative and electronic music, these artists are carving spaces for themselves in the UK and US, industries historically dominated by Western artists.
For decades, South Asian representation in the pop and alternative music scenes of the West was sparse at best. The industry’s gatekeeping, cultural stereotypes, and limited commercial backing for artists of non-Western backgrounds made it difficult for South Asian musicians to break into the mainstream. However, in recent years, a new wave of talent has begun to shatter these barriers. Today’s South Asian artists are not only reclaiming their narratives but also influencing the global soundscape in unprecedented ways.
The Artists Redefining the Industry
1. Charli xcx: The Genre-Bending Powerhouse
While Charli xcx has achieved mainstream success with her hyper-pop sound, fewer people recognize her Indian heritage. With a career spanning club bangers and experimental electro-pop, Charli’s fearless reinvention of pop music challenges traditional notions of what a pop star should be.
2. NEO 10Y: A Visionary Icon
London-based artist NEO 10Y is at the forefront of pushing the boundaries of music and identity. Blending psychedelic rock, electronic, and alternative pop, they bring a deep philosophical and spiritual perspective to their artistry. As an openly queer and non-binary artist, their music is as much about self-discovery as it is about societal change, creating a radical and liberating presence in the industry.
3. Armaan Malik: Bollywood to Global Pop
Armaan Malik is perhaps one of the most versatile artists on this list. Having already conquered Bollywood’s music industry, he is now bringing his talents to the global stage with English-language singles that blend R&B, pop, and classical South Asian influences.
4. Arooj Aftab: Grammy-Winning Elegance
Brooklyn-based Pakistani artist Arooj Aftab merges jazz, folk, and South Asian classical music to create hauntingly beautiful compositions. Winning a Grammy for her album Vulture Prince solidified her place as a pioneering force in the alternative music space.
5. Diljit Dosanjh: Punjabi Superstar Goes Global
A household name in Punjab and Bollywood, Diljit Dosanjh is now breaking Western music barriers. His historic performance on The Tonight Show Starring Jimmy Fallon proves that Punjabi music is no longer a regional genre – it’s global.
6. BombayMami: The Cultural Alchemist
The Indo-Swiss singer BombayMami brings a fresh and playful energy to the industry. Her viral single “Fire in Delhi” captured the essence of modern diasporic identity, blending South Asian sounds with Western electronic production.
7. Nikitaa: The Goddess of Pop
With her signature “Goddess Pop” genre, Nikitaa seamlessly fuses lush electronic beats with South Asian instrumentation, proving that South Asian artists can push creative boundaries beyond expectations.
8. Nora Fatehi: The Global Collaborator
Moroccan-Indian artist Nora Fatehi is best known for her infectious dance music and collaborations with Western pop icons. Her recent work with Jason Derulo highlights her ability to bridge cultures through sound.
9. FEAR OF MARKO: The Experimentalist
With a background spanning emo, glitch, and rock-infused electronic music, FEAR OF MARKO is one of the most exciting alternative artists of South Asian heritage. His work resonates with fans looking for something beyond the mainstream.
10. Arijit Singh: The Voice That Transcends Borders
Although primarily a Bollywood playback singer, Arijit Singh’s popularity in the UK and US proves that South Asian music isn’t confined to a niche market. His ability to perform live for hours on end showcases an unparalleled dedication to craft.
11. Rhea Raj: The Pop Visionary Bridging Cultures
Rhea Raj is an Indian-American pop artist and producer known for her sultry vocals, genre-bending sound, and fusion of Western pop with South Asian influences. With a background in dance and an effortlessly bold aesthetic, she crafts high-energy tracks that resonate with a global audience. From viral covers to original hits like Royalty, Rhea is redefining what it means to be a South Asian pop star in the modern era.
The rise of South Asian pop artists in the UK and US is not just about music – it’s about representation. For far too long, the global music industry has overlooked the vast talent pool within South Asian communities. When we see artists like NEO 10Y unapologetically embracing their identity, or Diljit Dosanjh bringing Punjabi anthems to mainstream Western audiences, it sends a powerful message: South Asian artists are not here to conform; they’re here to lead.
Moreover, this shift is reshaping the sound of mainstream music. Collaborations between South Asian artists and Western pop stars are becoming more common, leading to an exciting fusion of musical traditions. Whether it’s South Asian classical elements blending with electronic beats or Punjabi folk rhythms making their way into hip-hop, the industry is witnessing a long-overdue diversification of sound.
The future of South Asian representation in Western pop music looks promising. With more artists breaking through and redefining what success looks like, the music landscape is becoming richer, more diverse, and more inclusive. These ten artists are just a glimpse of what’s to come – and as the next generation continues to push boundaries, South Asian voices will only grow louder on the global stage.