"People simply do not know where to place us."
A landmark study has exposed the barriers faced by South Asians in the UK music industry, revealing widespread underrepresentation, limited career stability, and persistent stereotypes.
The South Asian Soundcheck, the first comprehensive study into the South Asian experience in UK music, found that only 28% of South Asian music creators and professionals can rely on music as their full-time source of income.
The research, conducted by non-profit organisation Lila, surveyed 349 people, most of whom are established music professionals.
The study is backed by major industry bodies including UK Music, the BPI, Musicians’ Union (MU), and Music Managers Forum (MMF).
According to the study, 68% of respondents still feel poorly represented or invisible within the music industry.
Many pointed to the lack of South Asians in senior or decision-making roles.
Two-thirds said they could not see people like themselves programming festivals, signing artists at labels, or leading streaming platforms.
Over half of respondents struggle to access opportunities and funding.
Fifty-four per cent said they have trouble securing financial support, while many lack vital networks and knowledge about contracts and rights.
The survey also found that 45% face stereotypes about the kind of music they should make, 40% deal with family concerns that music is not a stable career, and 32% have experienced direct racial discrimination.
One respondent said: “There are virtually no visible and successful South Asian artists in the mainstream. People simply do not know where to place us.”
Another shared: “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.”
Despite some signs of change, the report identifies what it calls the progress paradox.
While 69% of participants believe representation has improved over the past two years, 68% still feel invisible in the industry.
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 majority of respondents identified three key areas for meaningful progress: industry mentorship and networking programmes, increased South Asian representation, and dedicated funding and investment.
Respondents said they want guidance from people who understand how the industry works and can connect them to decision-makers.
They also called for visibility not only on stage but in executive, production, and programming roles at labels, venues, festivals, and streaming services.
Many said existing funding pathways feel inaccessible and called for grants that support South Asian artists across genres.
The study found that most respondents work across seven different genres on average and aim for global audiences. Many feel proud to represent their heritage but also believe the industry still limits artists who operate outside traditional categories.
Seventy-one per cent said there is limited acceptance for artists working beyond expected genres, while 45% worry that specialising in South Asian music will limit wider opportunities.
On September 16, 2025, the report was previewed at Future Unveiled, an event hosted by BPI in partnership with Lila, Warner Music Group, and Elephant Music.
The event brought together leading artists, professionals, and trade bodies to reflect on the findings.
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, member of the UK Music Diversity Taskforce and BPI Equity & Justice Advisory Group, added: “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.”
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