Warner Music Group Collaborates with Anjula Acharia
Music Group Warner collaborates with entrepreneur and entertainment leader Anjula Acharia to launch 5 Junction, a new label dedicated to identifying and educating American artists from South Asia.
The partnership also aims to enhance the success of existing WMG artists from South Asia and its diaspora.
5 Junction will work closely with Los Angeles-based Warner Records, led by Tom Corson (co-chair and chief operating officer) and Aaron Bay-Schuck (co-chair and general manager).
Role of Anjula Acharia in the Music Industry
Anjula Acharia describes WMG as “a first-class entrepreneur, talent strategist, and cultural power.”
She played a pivotal role in launching Priyanka Chopra Jonas’s career in Hollywood and is recognized by WMG for her ability to connect talent with global opportunities.
As the founder of Desi Hits!, she introduced Western superstars like Lady Gaga, Britney Spears, and 50 Cent to South Asian audiences – “long before the music industry embraced global crossover,” noted WMG.
In addition to her entertainment endeavors, Acharia invests in startups, including BUMBLE and CLASSPASS, and is a vocal advocate for representation and inclusion in the industry.
5 Junction will collaborate closely with the WMG India team, which works with superstars including Diljit Dosanjh, who held the largest Punjabi concert outside India last year with a full house in Canada, as well as King and Jaslin Royal, whose songs ranked first and second among Indian artists in the Spotify top 25.
The label will also partner with 91 North Records, a joint venture between Warner Music India and Warner Music Canada, focused on merging South Asian music in Canada.
Anjula Acharia stated: “Attracting the talents of South Asia to the Western audience and beyond is not a trend; it’s a reality.”
“Bringing the talents of South Asia to the Western audience and beyond is not about trends – this is true.”
Anjula Acharia, 5 Junction
Acharia added: “Having grown between cultures, I always knew that our stories have global power. My mission has been to translate it and reveal that the idea is not just a favor – it’s power.
“Whether it’s music, identity, marketing, or scale, the real magic happens at the intersection of culture and commerce.”
“WMG recognized the global potential of South Asian music early on, and we confidently chart our success on a vibrant trajectory between South Asia and North America.”
Robert Kinkl, Warner Music Group
Robert Kinkl, general manager of Warner Music Group, remarked: “WMG recognized the global potential of South Asian music early, and we firmly believe in amplifying our success along a thriving trading route between South Asia and North America.
“I’ve had the pleasure of knowing Anjula for many years; she’s a creative and entrepreneurial powerhouse who brings a dynamic network and vast experience to our world-class team.”
“South Asian music has the scale, diaspora, and an undeniable rhythm for success in the United States – what it needs now is amplification, and we are excited to help turn up the volume.”
Tom Corson and Aaron Bay-Schuck
Corson and Bay-Schuck stated: “South Asian music has a scale, diaspora, and an unyielding rhythm for prosperity in the United States – what it needs now is elevation, and we are thrilled to help amplify it.”
“We are just at the starting line of what awaits when we unleash the full potential of South Asian music in the world’s largest music market.”
Jay Mehta, Warner Music India
Jay Mehta, managing director of Warner Music India, stated: “We have witnessed remarkable cultural collaborations between artists like King and Nick Jonas, Diljit and Sia, as well as Karan Aujla and One Republic, particularly after Diljit’s landmark Coachella performance and sold-out arenas throughout North America.
“However, we are only at the start of what will unfold when we double the potential of South Asian music in the world’s largest musical market.”
The launch of 5 Junction marks the latest initiative by WMG in South Asian music, following its minority investment in Indian Live Entertainment and Ticketing platform Skillbox, as well as acquiring artist management and live events company E-positive, also based in India.
Lucas focuses on the interaction between music and society. He specializes in how music influences and reflects cultures, analyzing the role of sound in social, political, and cultural events around the world.
