Warner Music Group sign Karan Aujla and Jonita Gandhi to new music label launched for South Asian artists

Team Parvasi – Inside

The Warner Music Group announced that its Canada and India affiliates have collaborates to launch a joint venture, dubbed 91 NORTH RECORDS, to support South Asian artists.

The label has already brought on Popular Punjabi singer Karan Aujla, and Bollywood-famed Jonita Gandhi as its first signing artists.

The project will be led by celebrated Canadian rapper and singer, Ikwinder Singh, professionally known as Ikky as a creative director. Ikky has chalked up a reputation for himself with popular songs, such as Shubh’s “Baller,” Diljit Dosanjh’s “Chauffeur” and Sidhu Moose Wala’s “Bambiha Bole.”

The label held a launch event at Warner Music Canada’s offices in Toronto on Tuesday, August 22.

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“I’ve always been fascinated by the blending of Indian and Western sounds into culturally impactful, innovative music,” Ikky said in a statement, adding that the new label was created to celebrate Punjabi and other South Asian artists – who already compete with musicians worldwide.

Jonita Gandhi, who was born in Delhi but raised in Brampton, said the label was a great place for artists of South Asian heritage to be represented. “There’s a lot of emerging talent from the South Asian community that’s incredible, and I think the music is starting to speak for itself,” she said.

At least 2.6 million people of South Asian ancestry reside in Canada today, Warner Music’s statement noted, adding that a new generation of artists from these communities are starting to have a massive impact in the country and internationally. “Punjabi-Canadian acts accounted for three of the top 10 tracks in India last year, according to data supplied by IFPI,” it said.

Rahat Sandhu


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