Ever since the Academy Award-winning song “Jai Ho” made it to hit charts, the music world has been wondering if other South Asian talents can go global as well. Written by the Indian composer A.R. Rahman for “Slumdog Millionaire” back in 2008, the song features a mix of a catchy dance beat with a distinctive Indian flavor.

This line of thought was taken up by Universal, the largest of four major record companies. They believe that perhaps there is room in the Western audiences’ auditory palate for more of the spice of South Asian music. Teaming with Desi Hits!, a New York-based company promoting South Asian entertainment on its website DesiHits.com, Universal plans to create a label for musicians with South Asian roots. Through this label, the record company’s ultimate goal is to give South Asian music and its artists global exposure.

“It’s far from a vanity project for us,” said David Joseph, chief executive of Universal Music U.K. For him, South Asian pop music holds great potential as a relatively untapped art, presenting a huge amount of opportunity.

The new label, called Desi Hits! Universal, would give the music genre a “home,” a way for the music to be shared with Western audiences. According to Anjula Acharia-Bath, chief executive of Desi Hits!, after the success of the 2008 hit, “everyone saw that with some resources some of these songs really popped.”

Although mainstream western acts and Indian music have shown some mingling, the success of Desi Hits! Universal could be an excellent untapped resource for those looking for the next new sound. And, modernizing some of the more traditional South Asian music with elements from pop music can bring it to a wider audience, even within its country of origin. “Jai Ho” showed the ability of good music to transcend cultural affinities. I look forward to more endeavors that get the music of a rich culture reach out to more of the world.