Within popular culture in the West, stereotypical representations of ‘race’ still persist. This is particularly troubling when we find that it is racialized minorities themselves behind such representations. The aim of this article is to explore how the conditions of the cultural industries steer the work of minority cultural producers in directions that can undermine the radical potential of the counter-narratives of difference. The article begins with a discussion on the politics of representation where I argue for integrating a sociological approach into cultural studies of diasporic popular culture that pays closer attention to the process of symbol creation. The remainder of the article uses a study of a British South Asian theatre company to show how the increasingly commercialized cultures of production that characterize the sector had a troubling impact on the way a play exploring postcolonial feminisms was marketed and presented to the public.