Breaking News Warner Tune Canada and Warner Tune India originate the principle-of-its-form joint project, launching 91 North Records to toughen artists of South Asian heritage.
Warner Tune Canada and Warner Tune India unite to originate 91 North Records, a novel joint project geared toward supporting artists of South Asian heritage. Helmed by artist and producer Ikwinder “Ikky” Singh (pictured left) as Artistic Director, 91 North Records’ first signings are Karan Aujla (pictured middle) and Jonita Gandhi (pictured staunch.)
Already making waves in the industry, Ikky racked up over two billion worldwide streams with hits take care of Shubh’s “Baller,” Diljit Dosanjh’s “Chauffeur,” and Sidhu Moose Wala’s “Bambiha Bole.” Ikky launched his possess tag, 4N Records, in partnership with Warner Tune and Coalition Tune in 2021.
Canadian-primarily based Punjabi stars Karan Aujla and Jonita Gandhi are the principle artists to signal under the newly-formed 91 North Records. Each and each artists will work closely with Ikky and A&R Director Charlie B.
Over the final five years, Karan has turned into one among essentially the most infamous artists in the scene, with his first major hit, “Don’t Apprehension,” in 2018. He’s obtained almost about three billion views on YouTube and achieved over one thousand million audio streams with eight million followers across his social media channels. His newest album, “Making Memories,” dropped final Friday.
91 North Records references both countries in its identify, with a nod to India’s country code and Canada’s geographical establish, with a tag inspired by India’s national flower, the lotus. The tag held a originate tournament at Warner Tune Canada’s areas of work in Toronto on Tuesday, August 22.
“I’ve continually been desirous relating to the mixing of Indian and Western sounds into culturally impactful, progressive tune,” says Ikky. “91 North Records exists to raise artists pursuing this fusion. Punjabi and South Asian tune already compete worldwide, and I’m pleased to collaborate with emerging talents, showcasing and amplifying what they’ve to give. This is now not any experiment; it’s the prolonged poke.”
“We’re so excited by the originate of 91 North Records. This project no longer only celebrates the musical forms of artists with South Asian heritage but additionally leverages the market doable of uniting two certain fan bases to bring this tune to the worldwide stage,” adds Jay Mehta, Managing Director at Warner Tune India. “This is undoubtedly going to be a game-changer initiative for artists who will now bear worldwide toughen from A&R, advertising and marketing, collaborations, and additional.”
“91 North Records is devoted to celebrating and amplifying Indian tradition. There is a beautiful novel generation of talent rising, influenced by their South Asian heritage, and we prefer to make certain these artists are represented both here and across the realm,” says Kristen Burke, President of Warner Tune Canada. “This novel project lets in artists to be truly reliable, and our worldwide community gives us the different to showcase their tradition on a worldwide stage.”
Alfonso Perez-Soto, President of Rising Markets at Warner Tune, concludes: “Punjabi tune is currently going by a brilliant evolution, having been supported by multicultural Canada, (and) is now reworking from a regional and diaspora-primarily based fashion real into a worldwide force. This boost is ensuing from noteworthy manufacturing and artistry from the likes of Ikky and the ambition and determining from Jay, Kristen, and the groups at WM India and WM Canada.
“91 North Records will act because the important bridge between East and West, uniting talent, cultures, and tips and cementing a sprint that’s here to take care of. At Warner Tune, we can proceed to champion initiatives take care of this for the esteem of tune, artists, and followers alike.”
Nearly 2.6 million of us of South Asian heritage live in Canada, and a novel generation of artists from these communities is starting to greatly impact the tune scene in the country and internationally. A mighty musical connection exists between the South Asian diaspora in Canada and the subcontinent: three of the Top 10 tracks in India in 2022 were by Punjabi-Canadian artists, in accordance to records from IFPI.