NRI PULSE STAFF REPORT
Warner Music Group has partnered with cross-cultural entrepreneur Anjula Acharia to launch 5 Junction, a joint venture label that aims to break American artists of South Asian heritage and amplify talent from the Indian subcontinent in the U.S. market.
Anjula Acharia, best known for co-founding Desi Hits! and managing global superstar Priyanka Chopra Jonas, has long championed South Asian representation in mainstream entertainment. Her latest venture with Warner Music represents a significant step toward increasing visibility for a new generation of artists whose identities straddle two cultures.
“South Asian artists have long been underrepresented in the global music industry, especially in the U.S.,” Acharia said in a statement. “With 5 Junction, we hope to create a platform where these artists can thrive, tell their stories, and connect with audiences worldwide.”
The new label is part of Warner Music Group’s broader commitment to expanding the reach of South Asian music and talent. In a similar effort last year, Warner Music Canada and Warner Music India teamed up to launch 91 NORTH RECORDS, a joint venture guided by producer Ikwinder “Ikky” Singh. That label has already made waves by signing Canadian-based Punjabi artist Karan Aujla and Jonita Gandhi.
Industry insiders see 5 Junction as a timely and necessary addition to the music landscape. As the South Asian diaspora continues to grow and assert its cultural influence, the music industry is beginning to catch up.
Warner Music Group’s move is also strategic from a business perspective. With streaming platforms erasing borders, artists from South Asia are now gaining international recognition without needing to relocate. A label like 5 Junction offers these talents a springboard to further amplify their work across North America and beyond.
As for Acharia, her role in bridging East and West continues to evolve. 5 Junction may well be her most powerful vehicle yet for reshaping the music industry.
