LIVE Talks: From Melas to Stadiums: Exploring Opportunities within South Asian Live Music 

Hosted by Sania Haq - Founder, Bye 2 Stereotypes 

Session overview:

South Asian live music events are an integral part of the UK’s cultural tapestry, with a rich and diverse ecosystem that caters to various tastes and communities. These events range from vibrant community Melas and smaller, intimate performances to grand-scale stadium shows featuring renowned artists.

With landmark moments such as Glastonbury’s dedicated South Asian space in 2024 (The Arrivals) and international artists like Diljit Dosanjh selling out major UK venues like The O2, the South Asian live music scene is thriving. The time to get involved in South Asian live music events is now. 

This session will provide an in-depth exploration of the South Asian live music landscape in the UK. It will also highlight the challenges faced by artists and event organisers within this vibrant yet complex scene, and how to navigate these.

Sania has over a decade of hands-on experience working within the South Asian music industry through BollyCo, a dance and entertainment company she helps manage. This is coupled with 12+ years within research, seven of which she spent leading on AudienceNet’s music and entertainment-related work, working closely with clients such as the IPO, IFPI, Sony, UMG, Warner, Spotify, Soundcloud, YouTube, the BPI and ERA, among others. 

Along with leading on research that is at the heart of industry decision-making (e.g. the UK Music’s Music Creator Study and the IFPI’s Global Music Consumer Study), Sania has always been known for advocating for a greater understanding of music and listeners from different cultures. 

Sania is now bringing together her hands-on experience within music with her research and data expertise. More specifically, using her platform to shine a spotlight on diverse artists and audiences. Last year Sania was nominated for a Women in Music Award for her dedication to increasing South Asian representation in the industry. 

More broadly, Sania is also an award-winning Diversity, Equity & Inclusion (DEI) practitioner and Cultural Consultant. In 2023, Sania set up Bye 2 Stereotypes, a brand through which she provides research, training and strategic support to organisations wanting to engage diverse audiences or address inequalities within society and the workplace.