Jia Lissa
London-based cultural platform Dialled In has announced the launch of Dialled In Records, a new record label dedicated to championing South Asian artistry across a diverse spectrum of genres. This strategic expansion marks a significant milestone for Dialled In, extending its established infrastructure from live events and talent development into the crucial realm of recorded music and international distribution. The label aims to provide a dedicated home for artists and music emerging from South Asia and its global diaspora, fostering a unique space for creative expression that transcends conventional genre boundaries.
The inaugural signings to Dialled In Records underscore this ambitious vision, featuring Dialled In co-founder Ahadadream and the multidisciplinary hip-hop collective EXCISE DEPT, based in New Delhi and Mumbai. The label’s first official release is Ahadadream’s recently acclaimed single, ‘Bass Dhol,’ a collaboration with Raf Saperra and Skrillex, which garnered significant attention following its live debut during his DJ Mag HQ stream last year. This will be swiftly followed by a new release from EXCISE DEPT, known for their innovative sound and their 2024 debut album, ‘Sab Kuch Mil Gaya Mujhe Vol. 1,’ as well as previous collaborations with artists like Baalti and Lapgan.
The Evolution of a Cultural Movement: Dialled In’s Journey
The launch of Dialled In Records represents the culmination of five years of dedicated effort by the collective to build robust infrastructure for South Asian creativity. Dialled In originated in 2021 as a pioneering festival, born from the collaborative spirit of the Daytimers, No ID, and Chalo collectives. Its initial aim was to carve out a visible and vibrant space for South Asian artists, who, despite their immense talent and cultural richness, often found themselves underserved by mainstream industry structures. From its inception in Walthamstow, the platform quickly evolved, expanding its reach beyond London to host events and workshops across multiple countries in South Asia, including Pakistan, Sri Lanka, Nepal, and Bangladesh.
This journey has seen Dialled In grow from a grassroots initiative into a formidable cultural force, recognized as an Arts Council National Portfolio Organisation. Its influence now spans prestigious venues like the Barbican, Glastonbury, the V&A, and the Southbank Centre, alongside its crucial work running free workshops in cities like Karachi, Lahore, Dhaka, Colombo, and Kathmandu. This organic growth reflects a deep understanding of the needs of the South Asian artistic community and a steadfast commitment to providing the platforms and resources necessary for their global recognition.
Addressing a Crucial Industry Gap
Dhruva Balram, co-founder of Dialled In, articulated the foundational philosophy behind the label’s establishment, stating, "Dialled In has always been about building the infrastructure that South Asian artists deserve but have not always had." He emphasized that the label is not merely an addition to their existing initiatives but a vital component in completing a comprehensive ecosystem designed to support artists at every stage of their careers. "We started as a group of friends who believed South Asian creativity could command the global stage. Now, with Dialled In Records, we have the full ecosystem to make that happen: from artist development and live platforms to recorded music and international distribution," Balram affirmed.
The decision to launch a record label stemmed from an identified void in the music industry. Despite successfully creating stages and audiences, the Dialled In team frequently encountered a lack of appropriate label infrastructure that truly understood the nuanced artistic expressions and cultural contexts of South Asian artists. Balram noted, "The music we were excited about deserves a proper home, not just a one-off release." This insight underscores a broader issue within the global music landscape, where artists from diverse cultural backgrounds often struggle to find labels equipped to authentically represent and effectively market their work without compromising their artistic integrity.
A Commitment to Uncompromised Vision and Genre Fluidity
Dialled In Records distinguishes itself with a firm commitment to artistic authenticity and a genre-agnostic approach. Unlike labels that might seek to pigeonhole artists into specific categories, Balram clarified, "This isn’t a catalogue play. It’s a commitment. To the producers pushing sound forward, from whichever corner of the world they find themselves in. To the voices that don’t fit neatly into someone else’s genre tag. To the scenes that have been building in the margins and are ready for the centre." This philosophy is a direct extension of Dialled In’s festival programming, which has consistently featured electronic music alongside classical ragas, indie rock next to club music, and folk alongside experimental projects.
The label’s curatorial vision prioritizes "quality and vision" above all else, ensuring that its catalogue will be a testament to extraordinary artists who happen to be South Asian, rather than strictly adhering to a "South Asian electronic music label" niche. This approach promises a dynamic and unpredictable release schedule, as Balram hinted, "You shouldn’t be able to predict what’s coming next from us, and that’s exactly how we like it." This commitment to diversity and artistic freedom is crucial for nurturing innovation and ensuring that the label remains a vibrant hub for groundbreaking music.
The Role of a Record Label in the Digital Age
In a rapidly evolving music industry, the traditional role of a record label has undergone significant transformation. Balram offered a forward-looking perspective on the label’s function in 2026, stating, "Honestly, it’s less about distribution: anyone can get music on Spotify. A label in 2026 has to be a creative partner, a storyteller, and a launchpad. It needs to offer something an artist can’t get on their own: a community around them, a visual and narrative identity, and the kind of institutional backing that opens doors."
This vision reflects a contemporary understanding of artist development, where a label’s value extends far beyond mere logistical support. For Dialled In Records, this means actively engaging in artist development, providing mentorship, and leveraging its established network to amplify voices that might otherwise remain unheard. Critically, it’s also about "correcting a gap," as Balram noted, "South Asian artists have been underserved by the label landscape for decades. We want to be the infrastructure that means a brilliant artist from Lahore or Colombo or East London doesn’t have to compromise their vision to get heard." This perspective highlights the socio-cultural significance of the label, positioning it as a crucial advocate for equitable representation and artistic autonomy.
Broader Implications and Industry Resonance
The launch of Dialled In Records is poised to have significant implications for the global music industry and, more specifically, for the independent music scene. In an era where independent labels are increasingly driving innovation and cultural shifts, Dialled In’s venture into recorded music strengthens this trend, particularly for underrepresented communities. The global music market has seen a consistent rise in the consumption of diverse cultural content, with digital streaming platforms offering unprecedented reach. However, true success often hinges on dedicated curation, strategic marketing, and deep cultural understanding – precisely what Dialled In aims to provide.
Industry observers suggest that this move could catalyze a new wave of recognition for South Asian artists, providing a much-needed bridge between regional scenes and international audiences. By offering a platform that inherently understands the cultural nuances and artistic aspirations of its roster, Dialled In Records is well-positioned to cultivate a unique sound that resonates globally. This initiative also serves as a powerful model for other cultural platforms seeking to create holistic support systems for their communities, demonstrating that a commitment to artistry can manifest across live events, talent development, and recorded music.
A Holistic Approach: Documentaries, Industry Events, and Anniversaries
To coincide with the label’s launch, Dialled In has released a mini-documentary chronicling its history and evolution over the past five years. Filmed at EartH in Hackney – the venue for the second edition of the Dialled In festival in 2022 – the documentary, directed by Baran Yakut and executive produced by Dialled In’s Mahnoor Hussain, provides invaluable context to the collective’s journey and its expanding mission. This multimedia approach further solidifies Dialled In’s commitment to storytelling and community engagement.
The record label launch also precedes Dialled In’s largest event to date: its fifth-anniversary festival in London on May 30th. This ambitious one-day, multi-venue event will feature a wide-ranging line-up spread across eight venues in Dalston, symbolizing the collective’s exponential growth and unwavering commitment to its audience. The festival is anticipated to be a "homecoming" for Dialled In, particularly returning to venues like EartH, which holds significant symbolic value for the collective’s journey. As Balram reflected, "Coming back there five years on with everything we’ve built since feels like a full-circle moment."
Furthermore, the launch follows the recent second edition of Dialled Industry, an initiative focused on "opening access, skills, and infrastructure for creatives across music and culture" through a series of talks, panels, and workshops. This integrated approach, encompassing live events, talent development, industry education, and now recorded music, firmly establishes Dialled In as a comprehensive cultural ecosystem dedicated to fostering South Asian artistic talent.
Looking Ahead: Refreshing, Reenergising, Commitment
Reflecting on Dialled In’s five-year journey, Balram described the feeling as "surreal." What began in 2021 as a "very silly idea" among friends has blossomed into a formidable organization with a global footprint. The collective’s plans for 2026 indicate a focus not just on continued growth, but on "deepening" their impact. The May festival, in particular, is envisioned as a powerful statement, reinforcing the idea that Dialled In is not "here for a moment, but to start a movement."
In three words, Balram encapsulated his hopes for Dialled In Records: "Refreshing. Reenergising. Commitment." These words resonate with the label’s core mission to breathe new life into the music industry, empower artists, and solidify a long-term dedication to building a truly inclusive and representative global music landscape. The establishment of Dialled In Records is more than just the launch of a new imprint; it is a profound declaration of intent, promising to reshape perceptions and elevate the vibrant sounds of South Asia and its diaspora onto the global stage.
