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.

Here is what to expect in part 2 as we continue the discussion on the rise of global spirituality, partnerships and the future of South Asian music.

In Part 1 of Chapter 3 of The Evolution of South Asian Music, Akhila Shankar and Roochay Shukla unpack the people, partnerships and cultural exchange shaping the future of South Asian music.

Joining them are Jaddan Comerford, Founder & CEO of UNIFIED Music Group, and Sidhartha Todi, Founder of STARtist Management and 7Entertainment. Together, they discuss how an Australia–India partnership evolved into UNI7IED, why artist development matters more than ever, and what it really takes to build music that travels across borders.

The conversation also explores Jaddan's personal connection to India, the role of cultural curiosity in building international businesses, and why unexpected artists and genres are beginning to reshape the global music landscape.