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Asia is emerging as a vital player in the global music industry, captivating listeners with its diverse cultures and evolving sounds. During a recent discussion at All That Matters in Singapore, Shridhar Subramaniam, president of Sony Music Asia and the Middle East, emphasized the region’s transformative impact on the music landscape.
He highlighted the significance of localization and the dynamic nature of fan-driven economies in shaping the future of music.
Subramaniam, who also chairs the International Federation of the Phonographic Industry (IFPI), praised the organization’s initiative to introduce weekly music charts across six Asian nations.
He described this effort as a groundbreaking development that sets new standards for measuring success in the industry. “This is an amazing effort that reflects the rich tapestry of musical expression in our region,” he stated.
Unveiling the richness of regional genres
One focal point of Subramaniam’s commentary was the evolution of regional music genres into globally recognized formats. He cited Indonesia’s folk-inspired dangdut music, which has undergone a remarkable transformation. Originally celebrated in rural communities, it has been revitalized by urban youth who have reimagined it as hipdut, merging traditional elements with contemporary beats.
“This genre has dominated the Indonesian charts throughout the year, consistently appearing in the top ten,” he noted.
Investment in local music
Recognizing the potential of dangdut, Sony has made significant early investments by launching a dedicated label and pursuing acquisitions in this genre.
Subramaniam drew parallels between the trajectory of dangdut and other global music phenomena, like reggaeton, which has successfully crossed over into Afrobeats and Punjabi music. “We are witnessing a similar trend with dangdut as it gains traction beyond its traditional roots,” he remarked.
The Philippines is also making waves with its own genre, Pinoy pop. Groups like SB19 are gaining immense popularity by blending elements of the K-pop formula with local influences. These artists are not only achieving billions of streams but are also expanding their reach into Japan through live performances and collaborations. Subramaniam explained, “They recently ventured into Japan, partnering with a sister company to facilitate live tours and work alongside local musicians.”
Cross-border collaborations and cultural exchange
Thailand’s music scene is gaining recognition, with increasing interest in Thai pop from neighboring countries. Subramaniam pointed out that Chinese audiences are starting to take notice of Thai artists, leading to collaborations with Korean and Japanese producers. This cross-border interest exemplifies how music transcends cultural boundaries, bringing diverse sounds to a broader audience.
The foundation of success
While pioneering artists often pave the way for global success, Subramaniam emphasized that the journey begins with finding success in one’s home market. He remarked, “The rise of K-pop was fundamentally driven by domestic fans who propelled the genre beyond Korea, creating a concerted effort that was crucial to its international reach.”
As the digital landscape evolves, with platforms like Spotify releasing approximately 135,000 new songs each day, establishing emerging artists has become increasingly challenging. Strategies now encompass a wide array of approaches, from fostering fan economies and organizing live tours to securing placements in television, film, and gaming. “Artists have access to a comprehensive toolkit, but the real challenge lies in navigating the path that’s right for each individual artist,” he added.
Future prospects for Asia’s music landscape
Despite the complexities of the industry, Subramaniam remains optimistic about Asia’s future in the global music arena. “Asia is experiencing a cultural renaissance, not only in terms of revenue but also in influence. Five to seven years ago, we accounted for merely 5% to 7% of the global market; today, we are approaching 14% to 15% and could potentially reach 20%,” he stated.
He predicts that hyper-local music scenes will increasingly shape global culture, driven by their sheer volume and the influence of algorithms. “Looking at the YouTube charts, it’s astonishing to see that Indian and Latin American artists dominate the landscape. This trend will likely extend to other platforms as well,” he concluded, highlighting the interconnectedness of the global music ecosystem.
