Warner Music Group’s ADA Signs Global Distribution Deal with Punjabi Music Company EYP Creations
Warner's independent label and artist services arm has partnered with the India and Canada-based artist management and content company and its record label UrDebut. The goal is to elevate and develop emerging Punjabi artists in Canada.
EYP Creations CEO Nikhil Dwivedi
Warner Music Group has formed another strategic partnership to elevate and develop Punjabi music in Canada.
ADA, the company's independent label and artist services arm, has formed a worldwide distribution deal with EYP Creations INC. EYP is a major management and content company in Punjabi music and is based in both Canada and India.
Canada has emerged as a global hub for Punjabi music, which is one of the fastest growing global genres. Artists including Karan Aujla, Shubh and Diljit Dosanjh have achieved chart success and set records in the country. Warner has been on the forefront of the Punjabi Wave, uniting Warner Music Canada and Warner Music India to launch 91 North Records in 2023. But this partnership with EYP also aims to foster the next wave of talent so that they can eventually achieve the same heights.
The new deal includes EYP's record label, UrDebut Canada, which has helped launch new artists like Kushagra and Tanishqa, who have had songs with millions of streams in the last year. The goal, they say, is to open emerging artists to a similarly broad and growing audience of hungry international fans.
“This partnership with EYP Creations marks a strategic step in expanding WMG’s presence within the Punjabi music landscape," says Warner Music Canada President Kristen Burke in a statement. "This alliance not only supports the growth of Punjabi music in Canada, but also opens doors for discovering and nurturing emerging talent in this vibrant community.”
EYP Creations CEO Nikhil Dwivedi says he's excited about the potential of working with ADA and talks about the quality distribution and marketing it can open to South Asian artists in Canada.
"We are focused on nurturing young South Asian talent together through launching them at UrDebut Canada label and building them through distribution, management, live events and collaborations around the globe," he says.
ADA has also partnered with other Punjabi music companies in recent years, including Punjabi music content aggregator, Sky Digital, and Punjabi record label, Geet MP3.
Established in 1993, ADA has also established partnerships with independent record labels like Sub Pop, Rostrum, Mute, Centricity Music and VP Records. It also works with artists like Daft Punk, Kesha, Macklemore, Papa Roach and Canadian producer Murda Beatz.
“We’re excited to bring this Punjabi music leader into the Warner Music Group family,” says Cat Kreidich, President of ADA. “Our team is looking forward to partnering closely with Nikhil and everyone at EYP Creations to mine new opportunities in the market and bring new voices into the mix.”
The relationship between ADA and EYP was established in India, but has found fertile ground in Canada.
