Warner Music And Anjula Acharia Launch New Label To Elevate South Asian Artists In The US

Warner Music Group has announced a partnership with entrepreneur Anjula Acharia to launch 5 Junction, a new joint venture label aimed at promoting U.S.-based artists of South Asian heritage and enhancing the success of Warner’s existing South Asian artists.

5 Junction will work in collaboration with Warner Records in Los Angeles, under the leadership of Co-Chairmen Tom Corson and Aaron Bay-Schuck. The venture will also engage closely with Warner Music’s team in India, which has been instrumental in showcasing regional talent with global potential.

“Bringing South Asian talent to western audiences and beyond isnt about trends — its about truth,” said Acharia, who is known for her work in building cross-cultural careers and platforms, having played a significant role in launching Priyanka Chopra Jonas career in Hollywood.

“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 isnt a favor — its a force. Whether its music, identity, marketing, or scale, moving fluidly between the intersection of culture and commerce is where the magic happens,” Acharia said.

“WMG saw the global potential in South Asian music early, and were well positioned to turbocharge our success in the bustling trade route between South Asia and North America,” said Warner Music Group CEO Robert Kyncl. “Ive been lucky enough to know Anjula for years — shes a creative and entrepreneurial dynamo who brings a vibrant network and immense expertise to our world-class team.”  

The collaboration comes at a time when South Asian music is gaining momentum in the U.S. market. Warner Music India has already facilitated significant cultural collaborations, such as those between King and Nick Jonas, and Diljit Dosanjh and Sia. Dosanjh recently made history with a sold-out Punjabi concert in Canada and a performance at Coachella.

“South Asian music has the scale, the diaspora, and the irresistible rhythm to thrive in the U.S. – what it needs now is amplification, and were excited to help turn up the volume,” said Corson and Bay-Schuck.

“Weve 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. But were only at the starting line of whats to come as we double down on South Asian musics potential in the worlds largest music market,” said Jay Mehta, Managing Director, Warner Music India.

Acharia’s extensive background in entertainment and investment, including her involvement with startups like Bumble and ClassPass, positions her as a key figure in promoting diversity and inclusion across industries. Her work at the intersection of celebrity, technology, and culture continues to shape global entertainment trends.