In Chapter 2 of The Evolution of South Asian Music, Akhila and Roochay continue exploring how South Asian sounds are shaping global music.

In Part 2, they go deeper into the strategy behind global growth — from how artists prepare to enter markets like India, to the role of A&Rs and cultural leaders in building exportable talent. In this episode

• The difference between cultural moments and long‑term global strategy

• How artists prepare for music export into markets like India

• What A&Rs and industry leaders look for before entering new territories

• How Australia and APAC have approached global music expansion

• Building infrastructure for South Asian and international artist growth

This conversation was recorded live in Mumbai.

About the Guests

They are joined by Petrina Convey, founder of UNITY.Mgmt and a cultural strategist behind campaigns for artists like Beyoncé and SZA across APAC, and Mohamed “Mo” Komba, A&R and artist development executive who has worked with Oliver Cronin, Kaiit and Stan Walker.

Credits

Live Sound: Neel Waghela

Audio Editor: Soham Sengupta

Sound and Venue support: https://www.instagram.com/dreamachine.wtf

In Chapter 2 of The Evolution of South Asian Music, Akhila and Roochay explore how South Asian sounds are increasingly shaping global music.

They are joined by Petrina Convey, founder of UNITY.Mgmt and a cultural strategist behind campaigns for artists like Beyoncé and SZA across APAC, and Mohamed “Mo” Komba, A&R and artist development executive who has worked with Oliver Cronin, Kaiit and Stan Walker and is currently Founder, COO and A&R at New Levels Distribution.

In part one, they discuss the rise of Indian hip‑hop, why global music companies have long looked to APAC markets, and how artists think about entering South Asia today. They also explore why live shows, local collaborations and on‑ground presence are critical for building audiences in India.

This conversation was recorded live in Mumbai.

Credits

Live Sound: Neel Waghela

Audio Editor: Soham Sengupta

Sound and Venue support: https://www.instagram.com/dreamachine.wtf

Welcome to The Evolution of South Asian Music! Hosted by Akhila Shankar and Roochay Shukla, this podcast chronicles where South Asian music is today and decipher where its heading. Here is what you can expect from the show