Warner Music Canada and Warner Music India have come together to launch a new joint venture, 91 NORTH RECORDS, aimed at supporting artists of South Asian heritage. 91 NORTH RECORDS’ first signings are Canadian-based Punjabi stars Karan Aujla and Jonita Gandhi.
The new entity will be guided by renowned artist and producer, Ikky, who has come onboard as Creative Director. Both artists will work closely with Ikky as well as A&R Director, Charlie B.
According to a press release by Warner Music Group, Ikky has already made huge waves across the industry, racking up more than two billion streams worldwide with songs such as Shubh’s “Baller”, Diljit Dosanjh’s “Chauffeur” and Sidhu Moose Wala’s “Bambiha Bole”. He launched his own label, 4N Records, in partnership with Warner Music and Coalition Music in 2021.
Karan released his new album Making Memories last month and over the last five years has become one of the scenes biggest artists. Since his first major hit “Don’t Worry” in 2018, he’s received almost three billion views on YouTube, has garnered over one billion audio streams and eight million followers across his social media channels.
The name 91 NORTH RECORDS references both countries with a nod to India’s country code and Canada’s geographical location and the logo is inspired by India’s national flower the lotus.
The label held a launch event at Warner Music Canada’s offices in Toronto recently. Ikky, Creative Director, 91 NORTH RECORDS, says “I’ve always been fascinated by the blending of Indian and Western sounds into culturally impactful, innovative music. 91 NORTH RECORDS exists to elevate artists pursuing this fusion. Punjabi and South Asian music already competes worldwide, and I’m thrilled to collaborate with emerging talents, showcasing and amplifying what they have to offer. This is no experiment; it’s the future.”
Jay Mehta, Managing Director, Warner Music India, says: “We’re so excited by the launch of 91 NORTH RECORDS. This venture not only celebrates the musical styles of artists with South Asian heritage but also leverages the market potential of uniting two distinct fan bases to bring this music to the global stage. This is certainly going to be a gamechanger initiative for artists who will now have global support from A&R, marketing, collaborations and more.”
Kristen Burke, President, Warner Music Canada, adds: “91 NORTH RECORDS is dedicated to celebrating and amplifying Indian culture. There is an incredible new generation of talent rising, influenced by their South Asian heritage, and we want to make sure these artists are represented both here and around the world. This new venture allows artists to be truly authentic, and our global network gives us the opportunity to showcase their culture on a global stage.”
There are almost 2.6 million people of South Asian heritage living in Canada and a new generation of artists from these communities are starting to have a massive impact in the country and internationally. There is also a strong musical connection 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 according to IFPI figures.
