Warner Music Group has partnered with entrepreneur Anjula Acharia to launch 5 Junction, a new JV label.
5 Junction will be focused on US-based artists of South Asian heritage, as well as amplifying the success of WMG’s existing artists from South Asia and its diaspora.
The label will collaborate closely with LA-based Warner Records, led by Tom Corson, co-chairman and COO, and Aaron Bay-Schuck, co-chairman and CEO.
As the founder of Desi Hits!, Acharia helped introduce Western superstars like Lady Gaga, Britney Spears, and 50 Cent to South Asian audiences.
Anjula Acharia, founder of 5 Junction, said: “Bringing South Asian talent to Western audiences and beyond isn’t about trends – it’s about truth. Growing up between cultures, I always knew our stories had global power. My mission has been to translate that and show the world that representation isn’t a favour – it’s a force. Whether it’s music, identity, marketing, or scale, moving fluidly between the intersection of culture and commerce is where the magic happens.”
Robert Kyncl, CEO of Warner Music Group, said: “WMG saw the global potential in South Asian music early, and we’re well-positioned to turbocharge our success in the bustling trade route between South Asia and North America. I’ve been lucky enough to know Anjula for years – she’s a creative and entrepreneurial dynamo who brings a vibrant network and immense expertise to our world-class team.”
In a joint statement, Corson and Bay-Schuck said: “South Asian music has the scale, the diaspora, and the irresistible rhythm to thrive in the US – what it needs now is amplification, and we’re excited to help turn up the volume."
5 Junction will work closely with WMG’s India team, which has expanded its presence in South Asia in recent years. Regional talent includes Diljit Dosanjh, who held the largest Punjabi concert outside of India with a sold-out show in Canada, plus King and Jasleen Royal, whose songs were the first and second from artists from India to ever hit the Global Top 25 on Spotify.
The imprint will also partner with Toronto-based 91 North Records, a JV between Warner Music India and Warner Music Canada.
Jay Mehta, managing director, Warner Music India, said: “We’ve seen big cultural collaborations between King and Nick Jonas, Diljit and Sia, as well as Karan Aujla and One Republic, and for the first time ever we saw Diljit perform at Coachella and sell out arenas across North America. But we’re only at the starting line of what’s to come as we double down on South Asian music’s potential in the world’s largest music market.”
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