Music and Youth
Warner Music India and Warner Music Canada Come Together To Launch 91 RECORDS
Mumbai: 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. The new entity will be guided by renowned artist and producer Ikky, who has come onboard as Creative Director.
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.
91 NORTH RECORDS’ first signings are Canadian-based Punjabi stars Karan Aujla and Jonita Gandhi. Both artists will work closely with Ikky as well as A&R Director, Charlie B.
Karan released his new album Making Memories last Friday 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 on Tuesday, August 22.
91 NORTH RECORDS creative director Ikky said, “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 managing director Jay Mehta said, “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.”
Warner Music Canada president Kristen Burke added, “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.”
Warner Music president- emerging markets Alfonso Perez-Soto concluded: “Punjabi music is currently going through a vibrant evolution, having been supported by multicultural Canada, it is now transforming from a regional and diaspora-based genre into a global force. This growth is thanks to exceptional production and artistry from the likes of Ikky and the ambition and understanding from Jay, Kristen and the teams at WM India and WM Canada. 91 NORTH RECORDS will act as the vital bridge between East and West – uniting talent, cultures, and ideas, and cementing a movement that is here to stay. At Warner Music we will continue to champion initiatives like this for the love of music, artists, and fans alike.”
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.
MUMBAI: Mumbai is about to witness something it has never seen before. The Global Youth Festival arrives on 6-7 December at Jio World Garden with 15,000 attendees and 60-plus experiences sprawled across six sprawling arenas. On its sixth edition, this is no ordinary jamboree—it is a carefully orchestrated collision of wellness, adventure, arts, music, yoga and social change.
Chief Minister of Maharashtra Devendra Fadnavis will throw open the proceedings with a landmark ceremony, signalling the state’s backing for a movement that has already mobilised youth across 20-plus countries and 170-plus cities. The sheer scale is staggering: 500-plus volunteers powering the machine, 600,000-plus volunteer hours logged across previous editions, and millions of lives touched annually.
The speaker roster is formidable. Diipa Büller-Khosla and Dipali Goenka, chief executive of Welspun India, will share the stage with Malaika Arora in conversations spanning leadership, creativity and culture. Union Minister for Sports and Youth Affairs Mansukhbhai Mandaviya will also attend, reinforcing GYF’s reach into the corridors of power.
But this is not mere talk. The Solaris Mainstage promises concerts from renowned Indian artists. Innerverse delivers a 360-degree LED spectacle of art, technology and sound. The Love and Care Arena houses hands-on projects spanning women’s empowerment, child education, rural upliftment and animal welfare. India’s largest outdoor sound-healing experience awaits. An inflatable obstacle course, neon drifter karts and open-sky bouldering cater to thrill-seekers.
Some have branded GYF the “Coachella of Consciousness.” Others call it “India’s Largest Sober Festival.” Spiritual visionary Pujya Gurudevshri Rakeshji, who inspired the festival, will deliver the Wisdom Masterclass. Every rupee goes to charity.
After Mumbai comes Kolkata on 14 December. New York looms next year. For one weekend in December, Mumbai becomes the epicentre of youth-driven change—and nothing will be quite the same after.
Tickets available on BookMyShow. Visit youthfestival.srmd.org or follow @globalyouthfestival on Instagram.
