The South Asian Soundcheck, a study into the South Asian experience in UK music, has found that only 28% of South Asian music creators and professionals are able to rely on music as their full-time source of income.
The research, delivered by Lila, the non-profit organisation empowering South Asians in the music industry, surveyed 349 people, most of whom are established music creators and professionals. Nearly three-quarters earn some or all of their money from music, with over half confident about building sustainable careers.
The full report is available here.
Two thirds of those asked said that it is the lack of South Asian people in industry positions that holds them back most.
“They cannot see people like themselves making programming decisions at festivals and venues, signing artists at labels, or holding senior roles at streaming platforms,” said the report.
Three quarters of respondents identified three main requirements for meaningful progress:
1. Industry mentorship and networking programmes
2. Increased South Asian representation (on stage and off stage)
3. Dedicated funding and investment opportunities with programmes that support South Asian artists across genres and audiences
The South Asian Soundcheck is supported by major industry bodies including UK Music, the BPI, Musicians Union, Warner Music Group, Music Managers Forum, Arts Council England and PRS For Music.
The South Asian experience
Significant barriers to progression were indicated, with over half of those surveyed struggling to find opportunities, just over half (54%) have trouble getting funding, and similar numbers lack industry networks or essential business knowledge about contracts and rights.
There are also barriers specific to the background of respondents. Nearly half (45%) face stereotypes about what kind of music they should make based on their heritage. Two in five (40%) deal with family concerns that music is not a stable career. One in three has experienced direct racial discrimination.
The progress paradox
The study also identified The Progress Paradox: while 69% see improvements in South Asian representation over the past two years, 68% still feel poorly represented or invisible in the industry.
A survey respondent commented: "I want South Asian artists to be part of the collective mainstream industry, not just put on South Asian-specific stages or events.”
“We need professionals who affirm we can do it – we do not see enough South Asians in those roles,” said another of those surveyed.
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Vikram Gudi
Lila’s founder Vikram Gudi said: “The data exposes what we call the progress paradox. 73% of the people we surveyed earn some money from music, but only 27% earn enough to rely on it as a sustainable career.
“The Soundcheck gives us the evidence to enact real change and identifies three essential needs: mentorship, representation, and investment.”
The survey found that respondents work across seven different genres on average and mostly target global audiences, rather than just South Asian communities.
Most feel proud to represent their heritage through music and believe they can explore any genre they want. However, 71% think the industry has limited acceptance for artists working outside traditional categories. Nearly half worry that specialising in South Asian music will limit their broader industry opportunities.
Last month, Lila unveiled eight key insights to an audience of music professionals, artists, experts and trade bodies at the Future Unveiled event. The preview of the report was hosted by BPI in partnership with Lila, Warner Music Group and Elephant Music.
“The launch event brought together young musicians, experienced professionals and established industry bodies,” said Gudi. “There was a sense of optimism in the room, with many people meeting for the first time yet fully engaging in open and constructive conversation.
“There is so much opportunity for growth in this sector, and Lila aims to help build the infrastructure to sustain it. We encourage the wider music industry to use this data and are excited to see what solutions the community comes up with together.”
Indy Vidyalankara, UK Music Diversity Taskforce & BPI Equity & Justice Advisory Group member, said: “South Asian music is rich, vibrant, diverse and hugely influential, increasingly proliferating our cultural ecosystem in the UK. We need South Asian representation at every level of the ecosystem, plus support and investment to match that influence.
“I welcome Lila’s South Asian Soundcheck report, which provides evidence the industry has been missing, highlighting what needs to change. It was an honour to speak on behalf of the UK Music Diversity Taskforce at the preview of the report."
