South Asian Music On Global Map With Diljit Dosanjh’s Warner Music Deal
The ‘Super Singh of Punjab’ singer, songwriter, and actor Diljit Dosanjh recently announced a partnership with record company Warner Music Group (WMG).
The American multinational entertainment and record label conglomerate is headquartered in New York City and is one of the “big three” recording companies and the third-largest in the global music industry.
The statement released by the record label said that Dosanjh will be working with Warner Music “to amplify his global music career.” This is Dosanjh’s first deal with a major record company.
Keen on putting Indian music on the global map, Diljit Dosanjh has also announced upcoming singles with Canadian rapper Tory Lanez and Tanzanian musician Diamond Platnumz.
With 13 studio albums to his name, he made headlines when his song G.O.A.T featured on Billboard’s Global Chart and hit Top 20 in Canada.
Warner Music Group, which represents artists like Dua Lipa, Lizzo, Ed Sheeran, Coldplay, and Jason Derulo, expanded to India in March 2020. The affiliate is led by former Sony executive Jay Mehta and has signed on artists like Indian-British singer-songwriter Rika and Bollywood’s prince of romance, Armaan Malik.
With Diljit Dosanjh on board, the record label hopes to tap into the growing global popularity of Punjabi music.
Speaking to Tribune India, Max Lousada, CEO of 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. We’re really honored to have Diljit sign to Warner Recorded Music.”
Exited at the opportunity, Dosanjh told Mumbai Live, “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. 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.”
