{"id":229494,"date":"2025-04-22T17:06:29","date_gmt":"2025-04-22T16:06:29","guid":{"rendered":"https:\/\/www.musicbusinessworldwide.com\/?p=229494"},"modified":"2025-04-22T20:25:22","modified_gmt":"2025-04-22T19:25:22","slug":"warner-launches-5-junction-jv-with-anjula-acharia-to-break-artists-from-south-asia-and-its-diaspora","status":"publish","type":"post","link":"https:\/\/www.musicbusinessworldwide.com\/warner-launches-5-junction-jv-with-anjula-acharia-to-break-artists-from-south-asia-and-its-diaspora\/","title":{"rendered":"Warner\u00a0launches ‘5 Junction’ JV with Anjula Acharia to break artists from South Asia and its diaspora"},"content":{"rendered":"

Warner Music Group has partnered with entrepreneur and entertainment executive Anjula Acharia<\/a> to launch 5 Junction, a new JV label focused on discovering and nurturing US-based artists of South Asian heritage.<\/p>\n

The partnership also aims to amplify the success of WMG\u2019s existing artists from South Asia and its diaspora.<\/p>\n

5 Junction will collaborate closely with Los Angeles\u2013based Warner Records, led by Tom Corson [Co-Chairman and COO] and Aaron Bay-Schuck [Co-Chairman and CEO].<\/p>\n

<\/div>
<\/div>
<\/div> <\/div> <\/p>\n

Anjula Acharia is described by WMG as “a trailblazing entrepreneur, talent strategist, and cultural force”.<\/p>\n

She played a pivotal role in launching Priyanka Chopra Jonas<\/strong>\u2019 career in Hollywood and, according to WMG, “has long been recognized for her ability to connect talent with opportunity on a global scale”.<\/p>\n

As the founder of Desi Hits!, she helped introduce Western superstars like Lady Gaga, Britney Spears, and 50 Cent to South Asian audiences \u2013 “well before the music industry embraced global crossover,” WMG noted.<\/p>\n

Beyond entertainment, Acharia is an investor in startups including Bumble and ClassPass, and remains a “vocal advocate” for representation and inclusion across industries.<\/p>\n

<\/div> <\/div> <\/p>\n

5 Junction will work closely with WMG\u2019s India team, which works with superstars including Diljit Dosanjh<\/strong>, who last year held the largest Punjabi concert outside of India with a sold-out show in Canada, plus King<\/strong> and Jasleen Royal<\/strong>, whose songs were the first and second from artists from India to ever hit the Global Top 25 on Spotify.<\/p>\n

The imprint will also partner with Toronto-based 91 North Records<\/strong><\/a>, a JV between Warner Music India and Warner Music Canada focused on the fusion of South Asian music in Canada.<\/p>\n

<\/div> <\/div> <\/p>\n

Anjula Acharia, Founder of 5 Junction, said: \u201cBringing South Asian talent to western audiences and beyond isn\u2019t about trends \u2013 it\u2019s about truth.”<\/p>\n

\u201cBringing South Asian talent to western audiences and beyond isn\u2019t about trends \u2013 it\u2019s about truth.”<\/p>\n

Anjula Acharia, 5 Junction<\/span><\/p><\/blockquote>\n

Added Acharia: “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\u2019t a favor \u2013 it\u2019s a force.<\/p>\n

“Whether it\u2019s music, identity, marketing, or scale, moving fluidly between the intersection of culture and commerce is where the magic happens.\u201d<\/p>\n

<\/figure>

\u201cWMG saw the global potential in South Asian music early, and we\u2019re well-positioned to turbocharge our success in the bustling trade route between South Asia and North America.”<\/p>\n

Robert Kyncl, Warner Music Group<\/span><\/p><\/blockquote>\n

Robert Kyncl, CEO of Warner Music Group, said: \u201cWMG saw the global potential in South Asian music early, and we\u2019re well-positioned to turbocharge our success in the bustling trade route between South Asia and North America.<\/p>\n

“I\u2019ve been lucky enough to know Anjula for years \u2013 she\u2019s a creative and entrepreneurial dynamo who brings a vibrant network and immense expertise to our world-class team.\u201d<\/p>\n

<\/figure>

\u201cSouth Asian music has the scale, the diaspora, and the irresistible rhythm to thrive in the US \u2013 what it needs now is amplification, and we\u2019re excited to help turn up the volume.”<\/p>\n

Tom Corson and Aaron Bay-Schuck<\/span><\/p><\/blockquote>\n

Corson and Bay-Schuck said: \u201cSouth Asian music has the scale, the diaspora, and the irresistible rhythm to thrive in the US \u2013 what it needs now is amplification, and we\u2019re excited to help turn up the volume.”<\/p>\n

<\/figure>

“We\u2019re only at the starting line of what\u2019s to come as we double down on South Asian music\u2019s potential in the world\u2019s largest music market.\u201d<\/p>\n

Jay Mehta, Warner Music India<\/span><\/p><\/blockquote>\n

Jay Mehta<\/a>, Managing Director, Warner Music India, said: \u201cWe\u2019ve seen big cultural collaborations between King and Nick Jonas, Diljit and Sia, as well as Karan Aujla and One Republic, and for the first time ever we saw Diljit perform at Coachella and sell out arenas across North America.<\/p>\n

“But we\u2019re only at the starting line of what\u2019s to come as we double down on South Asian music\u2019s potential in the world\u2019s largest music market.\u201d<\/p>\n

\n

The launch of 5 Junction marks WMG’s latest move in South Asian music, following its minority investment in India-based live entertainment and ticketing platform SkillBox<\/a>, and its acquisition<\/a>\u00a0of artist management and live events company\u00a0E-Positive, <\/strong>also based in India.<\/p>\n","protected":false},"excerpt":{"rendered":"

5 Junction will collaborate closely with Los Angeles\u2013based Warner Records<\/p>\n","protected":false},"author":15,"featured_media":229504,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[114474,2860],"class_list":["post-229494","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-warner-music-india","tag-wmg"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts\/229494","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/comments?post=229494"}],"version-history":[{"count":0,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts\/229494\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/media\/229504"}],"wp:attachment":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/media?parent=229494"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/categories?post=229494"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/tags?post=229494"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}