Beat Route

If Diljit Dosanjh is the trailblazer behind the global appeal of Punjabi music, and Aujla has successfully synergised Bollywood and Punjabi music, it’s the new generation of artistes that is charting a fresh course. These youngsters may not have any formal training, but they are gaining global recognition and creating waves in the industry.

Harkirat Sangha of ‘Gucci Gucci’ fame may soon gain glory like the late Sidhu Moosewala, who also started his journey to stardom from Canada. Sangha blends classic Punjabi melodies with contemporary beats, creating music that appeals to both the traditional and the modern audiences.

Not far behind is the Punjabi pop duo of Grewal and Pathaania, better known as Zehr Vibe. The two young artistes are already creating an impact. They fuse traditional Punjabi elements with modern influences, making their music accessible to a broader audience.

The integration of Punjabi music into mainstream events has further amplified its reach. Local basketball league matches and hockey games quite often feature Punjabi tracks during the interval, creating a lively atmosphere that resonates with fans. This crossover appeal is helping to break down cultural barriers, introducing Punjabi music to audiences who may have never experienced it before.

Live shows have become a cornerstone of this musical renaissance. Venues across Canada are increasingly hosting Punjabi musical events, drawing large crowds eager to celebrate their culture.

Punjabi artistes are also leveraging social media and streaming platforms to take their craft to a wider audience. Platforms like YouTube, Spotify and Apple Music have democratised music distribution, allowing the young artistes to share their music without the need for traditional record labels.

Another advantage that Canada offers is the accessibility and availability of music studios because back home in Punjab, most artistes often face long waiting periods to either book music studios or get collaboration opportunities with producers. This ease of access has resulted in a surge of self-produced tracks, with artistes like Sukha and Sangha utilising the easily available technology to create and distribute their music independently.

These small but technically sound music studios, often located in basements, are enabling singers to record and produce their songs in cost-effective settings. Guntaj, a leading Punjabi singer with Vancouver-based indie-pop band Hazar, is quick to add, “I could never imagine releasing a single in Punjab due to financial constraints and lack of support. But here in Canada, a friend handles all my technical work. I don’t need any major label’s backing. I can release my song on Instagram or TikTok.”

Canada-based Punjabi artistes have also been able to blend traditional Punjabi sounds because of their broader exposure to Gen Z influences and slangs, creating a fresh, engaging sound that gels with younger audiences. This balance is something that artistes in Punjab often struggle to achieve, as many still rely on chaste Punjabi.

“This support system is crucial in fostering a new generation of artistes, keen to innovate and also committed to preserving the Punjabi music tradition,” says Surrey-based Jaswinder Dilwari, managing director, Canada Tabloid. Other stakeholders from the industry such as producer-lyricist Bunty Bains are happy to see the increasing demand for Punjabi artistes to perform in Canada and North America. “We are seeing a surge in requests for performances by Punjabi artistes,” he notes. Artistes like Josh Brar and Beant Kaur get dozens of calls daily to perform, underscoring the growing interest in Punjabi culture and music.

Hollywood celebrities like Will Smith have followed Dosanjh on social media, while his collaborations with international artistes such as Australian singer Sia, English artiste Ed Sheeran and American Camila Cabello have taken Punjabi rhythms to a wider audience. Dosanjh’s proclamation before every concert, “Punjabi aa gaye oye”, sounds just about right.

— The music industry in Canada presents many unique opportunities, often unattainable for artistes in Punjab. The

country offers a more flexible and

supportive environment for singers.

— One of the most significant challenges in Punjab is the financial burden associated with music production. A song’s release can cost anywhere between

— Rs 7 lakh and Rs 10 lakh covering expenses like songwriting, production, shooting, marketing, etc. In Canada, the same process can often be completed for as little as $2,000 (less than Rs 2 lakh). This affordability also allows artistes to be more experimental.