As part of our South Asian Heritage Month features, we sat down with Ahsan-Elahi Shujaat, co-founder of Dialled In, for a one-on-one conversation about representation, breaking industry stereotypes, and building career pathways for South Asian creatives.
Founded as a London-based music festival, Dialled In has grown into a multidisciplinary platform celebrating South Asian creativity in all its forms. Alongside live events, the team runs Dialled Industry — a CIC dedicated to creating routes into the creative industries for South Asians in the UK and across South Asia.
Ahsan’s career has always bridged two worlds: youth engagement and the music industry. His early experiences revealed the structural and cultural barriers facing South Asian creatives, from language and religion to limited industry networks. “I’ve always seen platforms for minority creatives operate under questionable terms,” he explained. “We wanted to address those barriers directly, in ways that feel authentic to our community.”
From the beginning, Dialled In has pushed beyond narrow perceptions of South Asian music. “Why can’t we have South Asian metal bands?” Ahsan asked. “We exist in every genre — jazz, electronic, rock — but the industry often overlooks that.” The very first festival was designed to showcase this breadth, making space for artists whose work sits outside stereotypical categories.
One of their proudest milestones was bringing a South Asian-led line-up — and a stage built from the ground up with South Asian creative direction — to Glastonbury. “Representation isn’t just who’s on stage,” Ahsan said. “It’s who designs the space, runs production, and builds the infrastructure.”
Key Insights from Our Conversation
“Representation has to be lived, not performed.” For Ahsan, representation isn’t a box-ticking exercise — it’s embedding community voices at every level of planning, design, and delivery.
Partnerships as gateways By collaborating with cultural institutions like the Southbank Centre, Barbican, and V&A, Dialled In introduces new audiences to spaces they might not otherwise enter. “If we can get them in for our event, maybe they’ll explore the rest of what’s on offer,” he said.
Sustaining growth without compromise Turning down alcohol sponsorships — a major revenue stream for many festivals — means finding alternative funding. Arts Council NPO status has been key: “It keeps the lights on and gives us space to take creative risks.”
Local roots, global reach While London is the base, the work extends across borders. The next year will see a return to South Asia, expanded education programmes, a London festival comeback, and international projects in Australia and the US.
Takeaways for Emerging Creatives
1. Tackle barriers specific to your community Every community faces its own set of challenges — whether it’s cultural expectations, language barriers, or lack of industry networks. Generic solutions often miss the mark. Take the time to understand the unique needs of your audience or peers, and design opportunities that speak directly to them. For Dialled In, this has meant tailoring programmes that recognise the breadth of South Asian cultures, rather than treating the community as one monolithic group.
2. Challenge stereotypes head-on The creative industries often box people into narrow categories. For South Asian artists, that might mean being associated only with Bollywood or bhangra, while the reality is far more diverse. Break through these limitations by actively showcasing work in underrepresented genres — whether that’s jazz, metal, electronic music, or beyond. Visibility in unexpected spaces can rewrite the narrative of what your community is “allowed” to do.
3. Representation goes beyond the spotlight Representation isn’t just about who’s on stage or in the exhibition. The creative process also involves designers, producers, engineers, stage crews, and decision-makers. By ensuring diversity in these behind-the-scenes roles, you influence how events look, feel, and operate. Building pathways into these positions can have as much impact as supporting headline acts.
4. Partnerships can expand your audience’s horizons Working with established cultural institutions can open doors for communities who might feel excluded from those spaces. A single event can be a bridge, introducing audiences to museums, galleries, or venues they might not otherwise visit. Choose partners who share your vision and are willing to adapt their programming to make it genuinely welcoming and accessible.
5. Stay values-driven with funding Not all funding is equal. Taking money from sources that clash with your cultural values can dilute your message and alienate your audience. Be intentional about where support comes from. For Dialled In, this has meant turning down alcohol sponsorships — a significant revenue source in live events — and seeking public funding instead, such as Arts Council NPO status, to maintain integrity while sustaining growth.
6. Think globally, act locally A healthy creative ecosystem grows from the ground up. While international projects can bring visibility and resources, they should never replace investment in your immediate community. The most impactful initiatives strike a balance — building opportunities at home while creating cross-border collaborations that broaden horizons and strengthen networks worldwide.
Website: www.dialled-in.com
Email: [email protected]
Instagram: @dialled.in
Twitter/X: @DialledInLDN
YouTube: Dialled In