Dialled In Records Launches to Elevate South Asian Artists

Dialled In, a South Asian culture platform, has officially launched Dialled In Records, a London-based record label aimed at developing and promoting South Asian artists across various genres. This initiative is in collaboration with The Collective, the A&R entrepreneur imprint under Island-EMI, part of Universal Music Group U.K. The label's first signings include Ahadadream, a co-founder of Dialled In, and the New Delhi and Mumbai-based multidisciplinary collective Excise Dept.

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Ahadadream, who moved from Karachi to the U.K. at the age of 12, has gained recognition in the British music scene, notably collaborating with Skrillex on his debut single “Bass Dhol.” Excise Dept is known for its unique blend of experimental electronics and South Asian identity, performing in multiple regional languages. This diverse representation aligns with the label's mission to work with artists from the subcontinent, not just those in the diaspora.

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Dhruva Balram, co-founder of Dialled In, described the launch as the culmination of five years of infrastructure development focused on live events, artist development, and recorded music. He emphasized that the label represents a significant cultural statement, asserting, “This isn’t just a label launch. It’s a statement about what’s possible when you build from within the culture, with the right people and refuse to compromise.”

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Callum Ross, A&R director at The Collective, highlighted the partnership's innovative approach to South Asian music, stating that Dialled In's perspective is refreshing and challenges existing stereotypes. Nicola Spokes, managing director of The Collective, praised Dialled In's commitment to artist development and its potential to elevate South Asian music on a global scale, calling the launch “a truly special moment.”

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The launch of Dialled In Records will be commemorated at the Dialled In 5th Birthday Festival on May 30, which is expected to attract around 3,000 attendees across eight venues in Dalston. The festival will feature a lineup of international South Asian acts, further showcasing the label's dedication to promoting diverse musical talent.

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While the initiative has been largely celebrated, some critics may question the sustainability of such a niche label in a competitive music industry. Concerns about the potential for commercial pressures to dilute artistic integrity have been raised, although specific dissenting voices were not highlighted in the sources.

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• “It’s a statement about what’s possible when you build from within the culture, with the right people and refuse to compromise.” — Dhruva Balram, Co-founder of Dialled In

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• “Their take on what South Asian music is in 2026 is so refreshing — it challenges and breaks stereotypes,” — Callum Ross, A&R Director at The Collective

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• “deep commitment to signing, developing and breaking artists on the global stage” — Nicola Spokes, Managing Director of The Collective at Island-EMI

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The establishment of Dialled In Records marks a significant step in the evolution of South Asian music representation, aiming to foster a new generation of artists while challenging existing norms within the industry.

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