The Melanin Trends of 2024
By Kireth Sandhu - December 2024
Thank you for joining the Melanin Magazine journey this year! 2024 was a big one for the South Asian community. Read on for the trends Mel Mag saw in Music, Fashion, Media and Politics in this yearly recap!
1. Underground Beats Go Viral on TikTok
Australia’s underground South Asian music scene exploded this year, especially through TikTok. The platform became a launchpad for local DJs and producers blending Desi beats with electronic and hip-hop influences. Intimate "boiler room"-style sessions went viral as young people danced to fusions of Bangladeshi and Punjabi vibes.
These hip-hop events went viral on social media, while mashups of Bollywood classics with house beats were found all over TikTok. This went beyond music to recognising the South Asian brand and proudly being a part of the community in modern ways.
With more South Asian artists gaining momentum, 2025 could see even more collaborations with mainstream Australian artists and a greater presence at international festivals.
@desiboilerroom
2. The Great Indian Shift: From Admiration to Appropriation
This year saw South Asian aesthetics embraces across the world - and taken a little too far. Henna freckles and Ayurvedic skincare were adopted by caucasian influencers on TikTok and Instagram Reels. It wasn’t just make-up but clothing too, as traditional South Asian cloths including dupattas/ chunis were rebranded as “European scarves”.
Perhaps most insulting of all was the “Great Indian Shift” trend which emerged late in the year. South Asian girls and features were suddenly labelled as attractive, when in reality this was just white approval of our natural look. It left a sour taste in the mouth of many, but it was heartening to see the way our community clapped back and owned our beauty.
To read more about the movers and shakers in our digital community, read our article on Australia’s Brown Influencers. We’re looking forward to spotlighting more South Asian influencers and their authentic stories in 2025!
3. Brown Representation Hits Big (and Small) Screens
South Asian representation in global media reached new heights in 2024. The International Film Festival of Melbourne (IFFM) brought Bollywood icons like Alia Bhatt and Ranveer Singh to Australia and was recognised by our Prime Minister - see Bollywood Stars Hit Australian Shores for more detail. We’re also a generation of nostalgic brown kids, with streaming giants now catering towards us with Bollywood and international film sections. Check our write-up on The Legacy of 90’s Bollywood on Today’s Relationships for our opinionated deep-dive!
Social media also played a critical role in shaping representation this year. We explored how male South Asian fitness influencers are redefining masculinity in Baljeet Becomes Buff: Are Our Brown Boy Influencers are Going Too Far?. These creators used their platforms to challenge stereotypes about South Asian men, promoting body positivity and mental health while building a thriving online community.
We’re fighting our way into the media structures, and continuing to grow on big and small screens.
4. The Politics of Economy and Division
The most controversial trend of 2024 was the rise of right-wing political leaders globally, and their South Asian supporters. Prominent politican Vivek Ramaswamy was one of many Indian-Americans who voted Donald Trump into office (pictured above). It wasn’t just overseas, with Narendra Modi securing another term in India. We wrote a breakdown here: How Modi’s Re-Election Shapes the Future for Young South Asians.
Many South Asian voters prioritised stability and economic growth, even if elected leaders seemed divisive and lacked clear policies.
The implications for these election cycles go beyond 2025. It will be fascinating to see whether the South Asian community stays united, or fractures into their own groups as everyone is concerned about feeding their own mouths. How youth interact both within their own nation and online will also shape the direction of future politics.
A Year of Reflection and Action
2024 was a pivotal year for South Asians worldwide, showcasing our community’s creativity, resilience, and influence. From underground music making waves in Australia to our rising presence in global media, we’ve celebrated milestones while confronting challenges.
As we step into 2025, there’s room for growth. Will brands peddle our looks or do better? Will we see a rise of South Asian figures in media? And what issues matter to South Asian voters? Will another classic or fusion brown tune takeover TikTok?
Stay tuned for all the juicy updates in the New Year. This is Melanin Magazine signing out for 2024. We look forward to hearing more from you in 2025!
