Divya Jethwani is a Dubai-born New Yorker and the founder of BST Projects, a full-service talent management and creative production company championing South Asian artists and brands across the globe. BST, which stands for blood, sweat, and tears, was built to support South Asian creatives who pour everything into their craft and to advocate for their stories on a global stage. Divya began her journey in the music industry by producing events in New York that provided platforms for South Asian artists and DJs to showcase their talent. She later transitioned into management and strategy, playing a key role in the rise and globalization of South Asian music — most notably as Tesher’s manager and the A&R behind the Billboard Top 40 hit ""Jalebi Baby."" Since then, Divya has led strategic campaigns and partnerships with Coca-Cola, DoorDash, Netflix, Amazon, Spotify, YouTube, Meta, TikTok, and more — all with a mission to increase visibility for South Asian talent and stories worldwide. As the industry continues to grow, Divya is committed to supporting South Asian talent from both the diaspora and the subcontinent — across languages, ethnic backgrounds, and communities — championing artists who represent a population of over a billion people.
