South Asian music is having a moment. Jay Sean is making sure it’s here to stay.

The internet has helped serve as a great equalizer in helping music go global. When Sean began his career, the way to get discovered was by showcasing your talents to record labels. Now, talent all over the world is emerging through platforms like YouTube and TikTok.

“You could be in the most remote village somewhere, and if you’ve got access to the internet and you’ve uploaded yourself singing — boom, you are out there for the whole world to discover you,” Sean said.

In fact, one of today’s hottest Indian artists, Diljit Dosanjh, first broke through in 2020 when he entered Billboard’s Social 50 chart, which ranks the most active artists on the world’s leading social media platforms. It was his 11th album that finally got him there. In 2023, he became the first Indian artist to perform at Coachella.

With the winds of change moving East, Jay Sean wants to find more South Asian artists and promote them. His record label 3AM Entertainment has partnered with Virgin Music Group and Range Media Partners to focus on artists from the South Asian diaspora, regardless of genre. You can see his eyes glow with excitement as he talks about the project.

“Our first signing is an absolutely phenomenal artist called Veyah. I saw her on TikTok singing from her kitchen, and I was like, ‘I don’t know who you are or where you are, but you need to be in a music studio, not in a kitchen with a voice like that.'”

Finding new South Asian talent is part of Sean’s effort to give back to his community.

“It really was and has been important for the last 20 years for me to try and push that door down so that our rest of our people can come through,” he said. “So I was like, ‘Nah, I’m not going to rest until I know that we are good here.'”