Warner New music Canada and Warner Audio India Create 91 North Information To Aid Artists Of South Asian Heritage

Warner Music Canada and Warner Songs India have occur collectively to launch a new joint undertaking, 91 NORTH Data, aimed at supporting artists of South Asian heritage.  The new entity will be guided by renowned artist and producer Ikwinder “Ikky” Singh, who has arrive onboard as Artistic Director.  

Ikky has previously produced massive waves throughout the marketplace, racking up far more than two billion streams globally with tunes this kind of as Shubh’s “Baller”, Diljit Dosanjh’s “Chauffeur” and Sidhu Moose Wala’s “Bambiha Bole”.  He released his possess label, 4N Information, in partnership with Warner New music and Coalition Songs in 2021.     

91 NORTH RECORDS’ 1st signings are Canadian-based Punjabi stars Karan Aujla and Jonita Gandhi. Both artists will work intently with Ikky as very well as A&R Director, Charlie B.

Karan unveiled his new album Making Recollections last Friday and above the previous five several years has grow to be just one of the scenes major artists. Considering that his 1st big hit “Don’t Worry” in 2018, he’s received almost a few billion sights on YouTube, has garnered over just one billion audio streams and 8 million followers throughout his social media channels.

The title 91 NORTH Records references both equally countries with a nod to India’s region code and Canada’s geographical area and the logo is motivated by India’s national flower the lotus.     

The label held a start occasion at Warner Music Canada’s places of work in Toronto on Tuesday, August 22. 

Ikky, Creative Director, 91 NORTH Records, claims “I’ve always been fascinated by the blending of Indian and Western sounds into culturally impactful, impressive tunes. 91 NORTH Data exists to elevate artists pursuing this fusion. Punjabi and South Asian songs previously competes all over the world, and I’m thrilled to collaborate with rising talents, showcasing and amplifying what they have to present. This is no experiment it’s the potential.”

Jay Mehta, Taking care of Director, Warner Music India, says: “We’re so psyched by the launch of 91 NORTH Information. This undertaking not only celebrates the musical variations of artists with South Asian heritage but also leverages the market opportunity of uniting two unique fan bases to deliver this tunes to the world phase. This is definitely heading to be a gamechanger initiative for artists who will now have international help from A&R, internet marketing, collaborations and more.”

Kristen Burke, President, Warner Songs Canada, provides: “91 NORTH Records is committed to celebrating and amplifying Indian tradition. There is an unbelievable new generation of talent mounting, influenced by their South Asian heritage, and we want to make sure these artists are represented both here and all-around the globe. This new undertaking enables artists to be genuinely genuine, and our worldwide network presents us the possibility to showcase their tradition on a worldwide phase.”

Alfonso Perez-Soto, President, Emerging Markets, Warner Music, concludes: “Punjabi music is now going as a result of a vivid evolution, possessing been supported by multicultural Canada, it is now transforming from a regional and diaspora-centered genre into a worldwide power. This advancement is thanks to remarkable output and artistry from the likes of Ikky and the ambition and comprehending from Jay, Kristen and the groups at WM India and WM Canada. 91 NORTH Data will act as the vital bridge among East and West – uniting expertise, cultures, and thoughts, and cementing a movement that is in this article to continue to be. At Warner Songs we will proceed to champion initiatives like this for the adore of new music, artists, and followers alike.”

There are virtually 2.6 million people of South Asian heritage residing in Canada and a new generation of artists from these communities are setting up to have a substantial impact in the state and internationally. There is also a sturdy musical relationship concerning the South Asian diaspora in Canada and the subcontinent.  A few of the Leading 10 tracks in India in 2022 ended up by Punjabi-Canadian artists according to IFPI figures.