Karan Aujla and Jonita Gandhi Sign To New Label 91 North Records

A new label launched by Warner Music India and Warner Music Canada wants to take South Asian music to new global levels. 91 North Records was launched at Warner Music Canada’s Toronto office on August 22nd, with the announcement of Indo-Canadian pop artists Jonita Gandhi and Karan Aujla as the first signed artists.

Aujla joins the 91 North Records roster on the back of releasing his new album Making Memories, with the single “Admirin’ You” debuting at number 27 on the Billboard Canada 100 charts last week. Gandhi, for her part, is likely to release more solo releases as part of the label deal, although she can count her most recent hit coming in the shape of singing “What Jhumka?” from Bollywood movie Rocky Aur Rani Kii Prem Kahaani.

The label also has artist-producer Ikky (who worked on Making Memories with Aujla) as creative director, with the overall focus being South Asian artists and particularly, the Punjabi diaspora. Ikky said in a statement that 91 North Records hopes to elevate those pursuing a fusion of “Indian and Wester sounds into culturally impactful, innovative music.” He adds, “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.”

Warner Music’s emerging markets president Alfonso Perez Soto acknowledges how Punjabi music is “going through a vibrant evolution” especially in places like Canada and sees it transforming into a “global force.” He says in his statement that the label “will act as the vital bridge between East and West – uniting talent, cultures, and ideas, and cementing a movement that is here to stay.”

Warner Music India’s managing director Jay Mehta says that 91 North Records is not jut about sounds emerging from South Asia origin artists, but also about “uniting two distinct fan bases” in India and Canada. “This is certainly going to be a gamechanger initiative for artists who will now have global support from A&R, marketing, collaborations and more,” he adds in his statement.

Details of the first releases from 91 North Records and more signings are awaited.