The cover of Echo, the single released on Friday by (from left) India’s Armaan Malik, Indian-American Kshmr and Korean-American Eric Nam. The cross-cultural collaboration, and another by Korean-American soloist Alexa and Kuwaiti-Saudi Bader AlShuaibi, shows the music industry’s intention to widen fan bases. Photo: Dharma
The cover of Echo, the single released on Friday by (from left) India’s Armaan Malik, Indian-American Kshmr and Korean-American Eric Nam. The cross-cultural collaboration, and another by Korean-American soloist Alexa and Kuwaiti-Saudi Bader AlShuaibi, shows the music industry’s intention to widen fan bases. Photo: Dharma

K-pop, Indian and Middle Eastern artists collaborate on singles, aiming to build bridges between their different music scenes

  • Korean-American Alexa and Kuwaiti-Saudi Bader AlShuaibi collaborate on single Is It On, while Korean-American Eric Nam, Armaan Malik and Kshmr drop single Echo
  • They got together to draw new fans in each other’s markets, something already happening, with India providing one of the biggest audiences for K-pop on YouTube

The cover of Echo, the single released on Friday by (from left) India’s Armaan Malik, Indian-American Kshmr and Korean-American Eric Nam. The cross-cultural collaboration, and another by Korean-American soloist Alexa and Kuwaiti-Saudi Bader AlShuaibi, shows the music industry’s intention to widen fan bases. Photo: Dharma
The cover of Echo, the single released on Friday by (from left) India’s Armaan Malik, Indian-American Kshmr and Korean-American Eric Nam. The cross-cultural collaboration, and another by Korean-American soloist Alexa and Kuwaiti-Saudi Bader AlShuaibi, shows the music industry’s intention to widen fan bases. Photo: Dharma
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