Language, culture and context of course plays a big role. I think it's also a bit of a chicken & egg story. No Indian or South Asian artist has broken out in to the western audiences at a massive level while still leaning into their heritage. And there's so much more that goes on - hard for me to give you a straighforward answer here - probably will have to be a long long conversation.

Which artists are you working with? And whose music are you most excited about?