"TikTok has levelled the playing field."
When it comes to British pop music, one vibrant group that is making its mark, especially on social media, is Girls Like You.
The British South Asian girl band weave together pop, R&B, Afrobeats and traditional Punjabi sounds into a frequently viral combination.
Popular on TikTok, the members were scouted on Instagram by Vishal Patel, the co-founder of 91+, an independent label that was created “to fill a void” and exclusively signs artists of South Asian heritage.
Initially comprised of five members – Yasmin, Naveena, Nami, Jaya and Sasha – the group’s debut single ‘Killer’ arrived in July 2023, featuring Celina Sharma.
The track went viral on TikTok, remaining at number one on the platform’s music charts for three weeks.
But despite the song’s social media popularity, Vishal previously said big UK record labels “just don’t understand” South Asian culture.
He said: “They almost need someone to break down the door before they think this is something worth investing in.”
So as a result, Girls Like You leveraged the power of social media, particularly TikTok, engaging fans with dance challenges, behind-the-scenes glimpses and music snippets.
Jaya explained: “TikTok has levelled the playing field.
“There is a huge South Asian TikTok community that is pushing the culture out there.
“Without platforms like this, it would be much harder [for South Asians] to be heard.”
On the other hand, Naveena stated that Instagram carries “a lot more pressure when it comes to beauty and appearance standards”.
She added: “On TikTok, you can just be yourself, which doesn’t take away from your success.
“For example, I post videos with limited makeup just singing in my oversized hoodie or pyjamas on TikTok and feel super comfortable.”
Meanwhile, Yasmin said:
“We get asked by other South Asians all the time: are your parents OK with what you’re doing?
“I think that shows what sort of reputation South Asian parents have. Traditionally, they discouraged their children from following creative paths.”
On social media, they clocked six million views of Bollywood’s ‘Yeh Ka Hua’ and Ne-Yo’s R&B classic ‘So Sick’.
@girlslikeyouxx go add our cover of ‘Ride It’ to your playlist ? #singing #cover #rideit #viral #music #fyp ? Ride It (Kya Yehi Pyaar Hai) – Girls Like You
According to Girls Like You, their music is a “fusion of cultures that mix languages and sounds”.
Jaya said: “We love to throw together pop music with bhangra.
“It’s like mixing Bollywood and Beyoncé.”
On TikTok, they add their unique twist to mainstream songs, with one being a cover of Jay Sean’s hit track ‘Ride It’.
Girls Like You has now gone down to Jaya, Yasmin and Naveena but the trio is determined to challenge these stereotypes and serve as role models for young South Asian women.
In August 2024, the trio enjoyed their first show in India, proving their rising stardom is global.
Yasmin says the girl band are “breaking down stereotypes of what it means to be a British Asian woman” and has a “completely global” following on social media.
They hope to be able to turn their social media success into chart-topping hits, and they feel confident that now is the time for South Asian artists.
Their journey so far is a testament to the evolving landscape of the music industry, where diversity and representation are becoming increasingly valued.
Girls Like You is inspiring a new generation of British South Asian artists to embrace their identities and share their stories with the world.
As they continue to break barriers and defy expectations, Girls Like You is undoubtedly a group to watch in the coming years.
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