604 Records Forms Strategic Partnership with Punjabi Music Company EYP Creations

EYP Creations has formed another strategic partnership to elevate Punjabi music in Canada, this time with one of the country's biggest indie labels.

Vancouver-based record label 604 Records has formed a nationwide distribution deal with EYP Creations, a management and content company based in both Canada and India.. Their goal is to expand the global footprint of Indian talent across the country.

Together, they will deliver South Asian talent to Canadian audiences through non-music distribution and IPs.

“Excited to announce the new strategic partnership between @604Records and Indian multimedia company @eypcreations!” shared 604 Records president — and one of Billboard Canada’s Power Players 2025 — Jonathan Simkin on X. “Lots of exciting things to come...stay tuned!!!”

604 Records was founded in 2001 by Simkin and Nickelback frontman Chad Kroeger. The label's diverse roster of talent includes artists Carly Rae Jepsen, Marianas Trench and Dallas Smith. According to the press release, the label prioritizes "artist development and creative freedom over quick returns, allowing talent to grow at a sustainable pace."

The new strategic collaboration will kick off with 604 leading special promotional efforts for EYP’s roster of musical and spoken word artists. EYP manages over 32 Punjabi artists, more than 120 labels and artist channels.

Founded in 2014, EYP Creations focuses on content marketing, artist management and IP development across India and the diaspora. Fronted by CEO Nikhil Dwivedi and co-founders Mayuri Gupta and Ankush Dharmani, the company has been expanding the company across the Canadian market this year, working on distribution with top Canadian Punjabi artists Intense, Sultan, and Mad Mix, with EYP Canada — in collaboration with Warner Music Group’s ADA.

Recently, Canada has emerged as a global hub for Punjabi music, one of the fastest-growing global genres.

604 highlights the launch of South Asian music channel SiriusXM Dhamaka. Last month, URDEBUT, an Indian music platform backed by EYP, expanded to Canada with a partnership with Warner Music Group.