91 North Records Launches to Support Artists of South Asian Heritage

91 North Records Launches to Support Artists of South Asian Heritage

Warner Music Canada and Warner Music India launch the first-of-its-kind three way partnership, launching 91 North Information to help artists of South Asian heritage.

Warner Music Canada and Warner Music India unite to launch 91 North Information, a brand new three way partnership aimed toward supporting artists of South Asian heritage. Helmed by artist and producer Ikwinder “Ikky” Singh (pictured left) as Artistic Director, 91 North Information’ first signings are Karan Aujla (pictured middle) and Jonita Gandhi (pictured proper.)

Already making waves within the business, Ikky racked up over two billion worldwide streams with hits like Shubh’s “Baller,” Diljit Dosanjh’s “Chauffeur,” and Sidhu Moose Wala’s “Bambiha Bole.” Ikky launched his personal label, 4N Information, in partnership with Warner Music and Coalition Music in 2021.

Canadian-based Punjabi stars Karan Aujla and Jonita Gandhi are the primary artists to signal underneath the newly-formed 91 North Information. Each artists will work intently with Ikky and A&R Director Charlie B.

Over the past 5 years, Karan has develop into one of the crucial distinguished artists within the scene, along with his first main hit, “Don’t Fear,” in 2018. He’s acquired almost three billion views on YouTube and achieved over one billion audio streams with eight million followers throughout his social media channels. His newest album, “Making Recollections,” dropped final Friday.

91 North Information references each international locations in its identify, with a nod to India’s nation code and Canada’s geographical location, with a emblem impressed by India’s nationwide flower, the lotus. The label held a launch occasion at Warner Music Canada’s workplaces in Toronto on Tuesday, August 22.

“I’ve at all times been fascinated by the mixing of Indian and Western sounds into culturally impactful, revolutionary music,” says Ikky. “91 North Information exists to raise artists pursuing this fusion. Punjabi and South Asian music already compete worldwide, and I’m thrilled to collaborate with rising skills, showcasing and amplifying what they’ve to supply. That is no experiment; it’s the long run.”

“We’re so excited by the launch of 91 North Information. This enterprise not solely celebrates the musical types of artists with South Asian heritage but in addition leverages the market potential of uniting two distinct fan bases to carry this music to the worldwide stage,” provides Jay Mehta, Managing Director at Warner Music India. “That is definitely going to be a game-changer initiative for artists who will now have world help from A&R, advertising and marketing, collaborations, and extra.”

“91 North Information is devoted to celebrating and amplifying Indian tradition. There’s an unbelievable new technology of expertise rising, influenced by their South Asian heritage, and we wish to make sure that these artists are represented each right here and around the globe,” says Kristen Burke, President of Warner Music Canada. “This new enterprise permits artists to be actually genuine, and our world community provides us the chance to showcase their tradition on a worldwide stage.”

Alfonso Perez-Soto, President of Rising Markets at Warner Music, concludes: “Punjabi music is at present going via a vibrant evolution, having been supported by multicultural Canada, (and) is now reworking from a regional and diaspora-based style into a worldwide pressure. This development is because of distinctive manufacturing and artistry from the likes of Ikky and the ambition and understanding from Jay, Kristen, and the groups at WM India and WM Canada.

“91 North Information will act because the important bridge between East and West, uniting expertise, cultures, and concepts and cementing a motion that’s right here to remain. At Warner Music, we’ll proceed to champion initiatives like this for the love of music, artists, and followers alike.”

Nearly 2.6 million folks of South Asian heritage reside in Canada, and a brand new technology of artists from these communities is beginning to considerably influence the music scene within the nation and internationally. A sturdy musical connection exists between the South Asian diaspora in Canada and the subcontinent: three of the Prime 10 tracks in India in 2022 had been by Punjabi-Canadian artists, in response to information from IFPI.

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