Beyond Borders: Spirituality, Partnerships & the Future of South Asian Music | Part 2
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Beyond Borders: Spirituality, Partnerships & the Future of South Asian Music | Part 2
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In Part 2 of Chapter 3 of The Evolution of South Asian Music, Akhila Shankar and Roochay Shukla continue their conversation with Jaddan Comerford, Founder & CEO of UNIFIED Music Group, and Sidhartha (Sid) Todi, Founder of STARtist Management and 7Entertainment.
Together, they explore how the audience for South Asian music is evolving—from the global curiosity around Indian culture to the rise of new live music markets beyond India's metros. They discuss why regions like Northeast India are reshaping the live music landscape, how Gen Z is redefining community and music discovery, and why authenticity has become one of the industry's most valuable currencies. The episode closes with a conversation on creativity in the age of AI and why putting music back at the centre of the music industry has never been more important.