"We’ll take Indian music way beyond the usual diaspora"
With 13 studio albums to his name, Diljit Dosanjh made headlines when his album G.O.A.T featured on Billboard’s Global Chart.
On the heels of this success, he has partnered with Warner Music to further his international career.
This is Diljit’s first deal with a major record company.
Warner Music Group, which represents artists like Dua Lipa, Ed Sheeran, Coldplay, and Jason Derulo, expanded their presence to India in March 2020.
The affiliate is led by former Sony executive Jay Mehta and has signed on artists like Rika and Armaan Malik.
With Diljit Dosanjh on board, the record label hopes to tap into the growing popularity of Punjabi music.
Reflecting on this, Max Lousada, CEO, Warner Recorded Music, said:
“Punjabi music has long been popular in India and it’s now igniting international interest.
“You don’t get many bigger names in the genre than Diljit Dosanjh and with our creative expertise and global marketing network, we can help him reach new audiences worldwide and become a truly global name.”
He further added: “We’re really honoured to have Diljit sign to Warner Recorded Music.”
Diljit himself is keen on expanding the reach of Indian music:
“I’m delighted to be collaborating with Warner Music.
“Together, we’ll take Indian music way beyond the usual diaspora audiences to the top of the global charts.”
He further added: “I’ve already started working with some of Warner Music’s artists from other countries and it’s proving an exhilarating creative process.
“I’m just so proud to be playing my part in putting Indian music firmly on the global map.”
Diljit’s latest track ‘Lover’ generated more than 68 million views on YouTube and has sold out major venues in the UK including the SSE Arena and Wembley.
Recognising this, Jay Mehta, Managing Director, Warner Music India, said:
“We’re excited to partner with the versatile and supremely talented Diljit Dosanjh.
“He’s a true entertainer and has struck a chord with audiences across the globe with both his acting and singing prowess – a true rarity.
“His songs are already a rage with anybody who enjoys Punjabi music across the globe.”
Warner Music’s interest in Punjabi music has led to the label signing deals with Punjabi and Haryanvi music channel Ziiki Media and Sky Digital, which manages Punjabi content-based YouTube channels.
The company has also signed a licensing deal with the Hindi record label Tips Music.