Singer Jay Sean has revealed that his children keep asking him why there are not more South Asian artists in the mainstream music industry, as he continues to work on improving representation through his own record label.
The 45-year-old British Punjabi star, known for hits including Down and Do You Remember, said his children have begun questioning the lack of South Asian faces in music. Speaking in an exclusive interview, he explained: "They ask the same thing. They go, 'Dad, there's so many of us, how come there's not more?'"
Children's Curiosity Drives His Mission
Jay, who shares daughter Ayva and son Aaryan with his wife Thara Prashad, said their curiosity has stayed with him as he develops his record label and supports emerging talent. He added: "They look around and they're like, OK, I see tonnes of Black artists, white artists, why are there not more of ours?"
The singer wants to create opportunities for talented musicians who happen to be South Asian, allowing their music to speak for itself rather than placing their backgrounds at the centre of their careers. He said: "Let me sing my songs, man, let me do my music."
Reflecting on a Unique Journey
Jay reflected on his own path, growing up in England before breaking into the American music market and reaching the top of the Billboard charts. He said he wanted to document his experiences for future generations, including his own children, so they could understand the challenges behind his success.
He said: "If future generations can go, 'That one dude, he helped us out a bit', you know, that even just that, just that, knowing that I made it a little easier for them to achieve their dreams." He added that he wanted aspiring artists to be able to tour the world and perform their own songs without being judged. "If I had even one small bit to do with that, I think it would be a legacy that I'd be proud of," he said.
Changing Representation and New Challenges
Jay noted that representation has changed during his almost 25 years in the industry, with progress made particularly in Britain. He recalled how his background was frequently highlighted in headlines when he first emerged, saying being described as a British Asian singer was understandable but could lead people to assume the type of music he produced.
He compared the experience to comments made by rapper Eminem, who questioned how long he would have to prove himself before being recognised simply as a rapper. Jay believes streaming has helped shift the focus towards the music itself, but warned that social media has created new challenges, with artists expected to promote themselves alongside writing and recording. He explained that record companies and radio stations are often more reluctant to take risks on unfamiliar songs, placing greater pressure on musicians to build an audience online.
Fatherhood has given Jay a fresh perspective on music. His daughter is preparing to turn 13, while his son is eight. He revealed his son enjoys freestyling in the car, while his daughter is rehearsing for concerts with a band. The singer insists he has no intention of putting pressure on them to pursue music professionally, wanting them to experience the joy of performing rather than worrying about getting every note right. He hopes his children will grow up knowing that success can mean more than chart positions and awards.
