Despite diplomatic tensions, these chart-topping artists are blending traditional and contemporary influences to create a border-blurring new sound — and the world is taking notice.
With its massive population and an ultra-profitable entertainment film and music industry, India is one of the top entertainment markets in the world. Punjabi music has emerged in its own right, with labels like New York hip-hop legend Nas’s Mass Appeal and Universal Music teaming up to spotlight the music in both India and North America. This year, singer/actor Diljit Dosanjh became the first to play a set at Coachella entirely in Punjabi.It’s not only an Indian phenomenon, but a Canadian one.
“We are trying to make art that helps people on an individual level, regardless of their colour, race, religion, nationality [or] gender,” writes Dhillon in a recent Instagram post. “Division has gotten us to this point but unity is the key to the future.” Ikky, the 22-year-old producer born Ikwinder Singh, is the label’s creative director. Internationally renowned playback singer Jonita Gandhi is one of their first signings. Gandhi, who sings in various regional Indian languages including Hindi, Tamil, Telugu and Punjabi, said at the launch that she sometimes has a hard time figuring out where she belongs, but feels right at home at 91 North. “I feel like I’m finally being seen,” she remarked.
Back home, he says, some people actually pay TV stations and record labels to play their music, not vice versa. “They don’t know what’s going on with the business side of music,” he says. “But now they’re starting to know.”One of the biggest stars of Punjabi music is AP Dhillon, whose mix of trap beats and melodic lyricism has made him a champion of Punjabi culture in both India and North America.
“The first concert we went to was our own,” he says. “One day you’re living your daily life and then, boom, next thing you know you’re on stage with this many people cheering on your music, cheering your name. It’s just a blessing.” “We were not financially stable [at first], and we were finishing school,” he says. “It was a lot of work when we started taking it seriously. We had to do everything by ourselves.”which dropped this summer on Run-Up Records, showcases his lyrical prowess, blending Punjabi imagery, melodies and confident wordplay over steady hip-hop and trap beats. It represents a willingness to innovate, which is something he and his peers all share.
Gandhi, who has fielded questions about sounding “too Indian” or “too Western” throughout her career, says she now appreciates the blend of global influences that defined her early life in the Greater Toronto Area city of Brampton. “Being exposed to so many different cultures and people from around the world in my school opened up my mind to a lot of music that I might not have come across if I grew up somewhere else,” she says.
Donning a dapper white tux, he crooned his recent single “Summer High,” giving the first ever Punjabi performance at Canada’s biggest music gala. It was a big breakthrough moment of recognition from the industry, but Dhillon says he fought to make sure it wouldn’t be a novelty or a one-off.
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