By Naman Ramachandran
Warner Music Group has partnered with cross-cultural entrepreneur Anjula Acharia to launch 5 Junction, a new joint venture label focused on breaking American artists of South Asian heritage and amplifying talent from the subcontinent in the U.S. market.
The imprint will collaborate with LA-based Warner Records and work in tandem with WMG’s expanding presence in South Asia, positioning the music giant to strengthen what Robert Kyncl, CEO of Warner Music Group, describes as “the bustling trade route between South Asia and North America.”
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5 Junction will also partner with Toronto-based 91 North Records, a joint venture between Warner Music India and Warner Music Canada focused on the fusion of South Asian music in the Canadian market.
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“Bringing South Asian talent to western audiences and beyond isn’t about trends – it’s about truth,” said Acharia, who founded the venture and previously played a pivotal role in launching Priyanka Chopra Jonas’ Hollywood career. “Growing up between cultures, I always knew our stories had global power. My mission has been to translate that and show the world that representation isn’t a favor – it’s a force. Whether it’s music, identity, marketing, or scale, moving fluidly between the intersection of culture and commerce is where the magic happens.”
Kyncl noted that “WMG saw the global potential in South Asian music early” and praising Acharia as “a creative and entrepreneurial dynamo who brings a vibrant network and immense expertise to our world-class team.”
The venture arrives amid growing momentum for South Asian artists in Western markets. WMG’s India team has already facilitated collaborations between King and Nick Jonas, Diljit Dosanjh and Sia, and Karan Aujla with One Republic. Dosanjh recently performed at Coachella and has sold out arenas across North America, while artists King and Jasleen Royal achieved a historic milestone as the first and second artists from India to hit the Global Top 25 on Spotify.
Jay Mehta, managing director, Warner Music India, said: “We’re only at the starting line of what’s to come as we double down on South Asian music’s potential in the world’s largest music market.”
“South Asian music has the scale, the diaspora, and the irresistible rhythm to thrive in the U.S. – what it needs now is amplification,” added Warner Records co-chairs Tom Corson and Aaron Bay-Schuck.
Acharia, who previously founded Desi Hits!, has extensive experience bridging cultural divides, having introduced Western superstars like Lady Gaga, Britney Spears and 50 Cent to South Asian audiences. Beyond entertainment, she’s known as an active investor in startups including Bumble and ClassPass.
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