Punjabi Music Producer Intense Inks Major Distribution Deal With Warner Music Group
The producer has worked with Punjabi music stars including AP Dhillon, Karan Aujla, Diljit Dosanjh and Sidhu Moose Wala. Now, his label Double Up will team with Warner's distribution arm, ADA, to boost his impact worldwide.
Influential music producer Intense has signed a major distribution deal with Warner Music Group — another significant investment the label is making in Punjabi music.
Intense, who hails from Surrey, B.C., has made a name for himself as Punjabi music grows its Canadian and global popularity. Following a 2014 breakthrough with Jup Gill's "Launian Pendhian," he scored a serious hit in 2022 with AP Dhillon and Gurinder Gill's "Excuses," which has over 500 million Spotify streams to date. He's also worked with Punjabi music stars like Diljit Dosanjh, Sidhu Moose Wala and Karan Aujla, as well as founding his own imprint in 2020, Double Up Entertainment.
Now, Intense and Double Up are doubling up their reach, thanks to a new collaboration with ADA, the distribution arm of Warner Music Group. Double Up's roster features emerging artists like Harpreet Sran, Tavnoor and Manna Datte Aala, HRJXT, 604Blizzy, G-Funk and Lil Jjay.
"It's an exciting time for us at Double Up," says Intense. "We're here to push the next generation of talent and create stars. With the WMG engine behind us there is no stopping us!”
The deal emphasizes the extent of Warner and ADA's commitment to South Asian music, following the founding of 91 North Records — a collaboration between Warner Canada and Warner India — in 2023.
"This partnership marks a significant milestone in expanding the global reach of South Asian music," says Kristen Burke, President of Warner Music Canada. Burke cites Intense's visionary production and Double Up's focus on the next generation of South Asian artists as a perfect compliment for Warner Canada.
Earlier this year, Warner and ADA signed a global distribution deal with Punjabi music company EYP Creations, with a plan to focus on developing Punjabi talent in Canada. EYP is a partner on Intense's deal with ADA, representing 32 artists and 125 labels globally.
