Ahead of next week’s Women In Music Awards (October 9), 2025 Roll Of Honour inductee Bina ‘Bob’ Mistry (founder; music:defined and VP, music & commercial, SoundCloud) reflects on the gap between industry-wide diversity commitments and the lived experiences of South Asian women working across music…
The UK music industry loves to talk about diversity. The panels, impactful statements, and reports. But why do we need to keep talking? At what point does talking become meaningful and consistent action, without the need to be prompted?
We cannot deny that diversity awareness across the UK music ecosystem has reached record highs – with UK Music’s Diversity Report tracking an increase in representation of Black, Asian and ethnically diverse groups in the industry from 15.6% in 2016 to 25.2% in 2024, alongside a flurry of high-profile commitments and DEI charters over the last decade.
Yet for South Asian women working across the music industry, these broad statistics mask a disparity. Awareness on paper has not translated into equal access on the ground, amplifying a disconnect between the industry's rhetoric and our daily reality.
Let’s be clear, this is not about South Asian music or culture as a genre niche. It is solely about women of South Asian descent working across the entire music industry – as artists, executives, managers, marketers, publishers, lawyers, PRs, promoters, technologists, and beyond. The talent and influence of these women have always existed; the challenge has been ensuring it is recognised and given dedicated space.
Lila’s 2025 South Asian Soundcheck report revealed 68% of South Asian music professionals in the UK feel invisible. Over half point to systemic hurdles: restricted funding, persistent cultural stereotyping, and outright racial discrimination.
When you do not see yourself reflected in an industry, finding your place feels like guesswork. That experience is not unique to me. It is shared by countless women of South Asian descent who have built their careers from the ground up, fuelled by nothing but passion and relentless ambition.
Having said that, let’s keep it real and not focus on the barriers but define the solutions.
The starting point is simple: acknowledging that South Asian women are already here, actively building, leading, and shaping corners of the music ecosystem.
You may not always know their names or recognise their faces, but their contributions, dedication and leadership are woven directly into the DNA of today’s music industry.
Representation requires real access, and this partnership marks another step toward ensuring South Asian women occupy the spaces they have earned
Bina ‘Bob’ Mistry
Real structural shift begins with simple recognition and real access. Representation is not symbolic or a box-ticking exercise. It is foundational. It creates possibility and shows the next generation of executives and creatives that there is space for them, something many of us didn’t have when we started out. This understanding is what drove me to launch the music:defined celebrates South Asian Women In Music initiative.
Supported by partners including Punch, SoundCloud, and PRS For Music, music:defined hosted its inaugural event earlier this year, celebrating the achievements of both established pioneers – Ones Who Inspire – and the next generation of music executives coming up behind us – Ones To Watch.
As part of the initiative, music:defined made a commitment to the next generation of industry executives and creatives that they will not go through what we did. They will have role models, mentors, a network, and ultimately an industry they know they belong in.
Now, we are putting those words into action by partnering with one of our earliest supporters, Punch, to build long-term, sustainable infrastructure across the music ecosystem. This isn’t about creating separate lanes for South Asian women or offering one-off tick-box access, it’s about actively breaking down gatekept barriers and ensuring South Asian women have direct, permanent access to the same industry infrastructure, high-level network and opportunities as their peers.
Ammo Talwar, CEO & founder, Punch, said: "South Asian talent has already established a strong presence in spaces the industry may not always have expected to see them, but the pathways leading to signings, executive jobs, and investment can still feel distant. The fix requires a continued shift in mindset from industry leaders, moving beyond symbolic gestures and towards mentorship, representation and serious investment. Through our partnership with music:defined, we are helping to open up those spaces and ensure South Asian women have the investment, networks, and backing.”
We do not expect to fix every structural issue overnight. Representation requires real access, and this partnership marks another step toward ensuring South Asian women occupy the spaces they have earned.
By bringing people together, opening doors, and ensuring these women are recognised, we are building a connected, visible and permanent future.
