New study finds only a quarter of South Asian creators rely on music as main source of income

The South Asian Soundcheck, the first comprehensive study into the South Asian experience in UK music, indicates that only a quarter (28%) of South Asian music creators and professionals are able to rely on music as their full-time source of income.

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.

Three quarters of respondents identified three main requirements for meaningful progress: industry mentorship and networking programmes, increased South Asian representation and dedicated funding and investment opportunities. Guidance is needed from people who understand how the industry works and connections to decision-makers who can create opportunities.

Representation is needed on stage and off stage, not just as performers, but in executive, production, and programming roles at labels, festivals, venues, streaming services, and media platforms. Funding pathways also feel inaccessible for respondents. There were calls amongst respondents for grants and programmes that support South Asian artists across genres and audiences.

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 South Asian Soundcheck is supported by major industry bodies including UK Music, British Recorded Music Industry (BPI), Musicians Union (MU), Warner Music Group (WMG), Music Managers Forum (MMF), Arts Council England and PRS for Music.

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.

Responses within the study add powerful testimony to these findings: "There are virtually no visible and successful South Asian artists in the mainstream – people simply do not know where to place us."

"All I want is to tell my mum I have been booked to play at my favourite venue and for her to be excited – but I cannot.”

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.

Survey respondents 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."

Lila’s founder Vikram Gudi commented: “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.

On 16 September 2025, Lila unveiled eight key insights to a packed 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 event brought together leading voices from across the industry to reflect on the findings and their impact on the future of music. The presentation and panel were met with a positive response.

Vikram Gudi continued: “The launch event brought together young musicians, experienced professionals and established industry bodies. 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."

Download the full report HERE.