Asia's Rising Influence in the Global Music Industry
At All That Matters in Singapore, Shridhar Subramaniam, president of Sony Music Asia and Middle East, emphasized the growing influence of Asia in the global music business. He highlighted the importance of cultural diversity, localization, and the impact of fan-driven economies.
Subramaniam, who also serves as chair of the International Federation of the Phonographic Industry (IFPI), spoke with veteran music executive Ralph Simon about the organization’s efforts to launch weekly charts across six Asian countries. He described this initiative as an "amazing effort" that sets new benchmarks for measuring success in the region.
Cultural Diversity and New Discoveries
Subramaniam pointed out the vast language and cultural diversity across Asia, comparing it to the stratified Grand Canyon. "As it goes deeper, you're suddenly revealing new cultures, new colors and new material," he said. This diversity has led to the emergence of unique regional genres that are gaining international recognition.
One example is Indonesia's dangdut music, which has evolved from its folk-rooted origins into a modern format known as "hipdut." Blending traditional rhythms with contemporary beats, this genre has become a dominant force on Indonesian charts. "If you look at the Indonesian charts now, pretty much for most of this year, it's been one of these sounds that has been sitting on the charts, number one to number 10," Subramaniam noted.
Sony Music has invested early in this movement by launching a dedicated label and acquiring local talent. Subramaniam drew parallels between the trajectory of dangdut and reggaeton, which has crossed into Afrobeats and Punjabi music. "We're seeing a similar thing with this," he said.
Localized Success Stories
The Philippines is another country making waves with its own unique sound. Pinoy pop, exemplified by acts like SB19, has drawn billions of streams and is expanding into Japan through live tours and collaborations. "They actually recently landed in Japan, worked with a sister company to try and build out a live tour, and collaborate with local artists," Subramaniam explained.
Thailand is also gaining attention, with increasing cross-border interest from China, Korea, and Japan. Collaborations involving Korean and Japanese players, as well as Chinese producers, are helping Thai artists gain more visibility.
Homegrown Success and Global Expansion
Subramaniam stressed that while global breakthroughs often begin with pioneers, success must first be achieved locally. "People forget that the rise of K-pop was fundamentally by home fans who propelled it outside of Korea. That's a concerted effort, but they did that," he said.
With Spotify uploading 135,000 new songs daily, developing artists is more challenging than ever. Strategies such as fan economies, live touring, and syncs with television, film, gaming, and influencers are becoming essential tools for artists. "You now have a toolkit as wide as to what you can do," he said. "The challenge is to find the map and the right road for each of these artists."
Asia's Growing Share in the Global Market
Despite the challenges, Subramaniam remains optimistic about Asia's future in the music industry. "Asia is having its moment, not just from a revenue but also a cultural point of view," he said. Five to seven years ago, Asia accounted for less than 5% to 7% of the global market. Now, it's close to 14% and 15%, with potential to reach 20%.
He predicted that hyper-local scenes will increasingly shape global culture through sheer volume and algorithmic dominance. "It's almost like you look at the YouTube video charts. It's insane. It's entirely operated by Indian and Latin American acts. And so you'll see that happen on other platforms," he said.
The Future of Music in Asia
As the music landscape continues to evolve, Asia's role in shaping global trends is becoming more prominent. With its rich cultural diversity, innovative approaches, and strong local fanbases, the region is poised to play an even greater role in the future of the music industry.
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