By External Source
Here is this week's Luminate Data Market Watch report which features Canadian music stats for the current week and YTD with comparisons to last year. This chart is published every Tuesday. The abbreviation "TEA" is a term used to describe the sale of music downloads or singles. A track equivalent album is equal to 10 tracks, or 10 songs.
The North American leg of the tour alone took the Punjabi musician and film star to eight American cities and five Canadian ones. Among that arena tour were two massive sold-out stadium shows this spring and summer: at Vancouver’s BC Place and at Toronto’s Rogers Centre.
As a whole, the Dil-Luminati tour was the biggest North American tour from a Punjabi music artist in history: a reported 215,000 attendees and a gross of more than $27 million USD, according to Live Nation.
With a reported 54,000 fans, the Vancouver show was the biggest-ever Punjabi concert outside of India. At 42,000, the Toronto show wasn’t far behind.
Canada was the right place for the Punjabi music and Indian film star to make that history. It fulfilled a dream he’s had for decades. It started with his first-ever international flight to play his first concert outside of India in 2005. He wasn’t playing for hundreds of thousands just yet, but that’s where he first learned that was even possible.
“When I arrived in Canada, that’s when I first saw the stadiums,” Diljit (who is often referred to by his first name), tells Billboard Canada.
Despite having global reach to those in the diaspora, Punjabi music had yet to catch on as the worldwide phenomenon we see today. But seeing those sports venues and hearing that they held concerts there from the biggest artists in the world, he set a goal.
“That’s when I decided that I will perform in a stadium one day,” he says. “I just knew it.”
Diljit Dosanjh photographed by Lane Dorsey on July 15 in Toronto. Styling by Alecia Brissett.
Looking around BC Place in Vancouver on April 27, it was clear Diljit’s dream had already come true. The stakes were high at the city’s largest venue, and the team had spent hours running the sound and effects to make sure it was perfect for the eager crowd. Fans reportedly travelled from far and wide, all over North America, to watch the artist kick off the monumental tour.
With anticipation in the air, a voice rang out over the loudspeaker before Diljit took the stage: “Remember, firsts are always special and what you witness here will never be repeated.”
For many in the audience, it felt like a family reunion, with people from all generations stopping to warmly embrace old friends and family throughout the venue. It was hard to imagine that they might be able to see a sold-out stadium show, fit with big productions, choreographed routines and pyrotechnics for a Punjabi artist.
On stage, Diljit was charming and assured. The singer solidified himself as a global rockstar, performing a wide-ranging 27-track setlist that covered his early years as a rising artist in Punjabi music and film, as well as his more recent albums which have charted his ascent to global stardom.
Donning Punjabi attire, Diljit’s every smile and twirl of his mustache set the crowd off with a wave of applause and cheering. It was a moment not only for Dosanjh, but for the entire community that brought him there.
“Congratulations to all of you,” he said, gesturing to the crowd. “I didn’t create this, you created this. I would be nothing without all of you.”
For Diljit, the tour is the topper on a major breakthrough year. He’s had his sights set on the global stage in recent years, setting milestones all over the world as he goes.
In 2023, he became the first artist to perform at Coachella entirely in Punjabi. It was a viral sensation, with Coachella’s Instagram reel of the performance getting more views than any other artist that weekend. It led the way for future artists like the Punjabi-Canadian star AP Dhillon, who also played the festival this year.
This year, Diljit became the first Punjabi artist to play a major American talk show, singing his hits “Born to Shine” and “G.O.A.T.” on The Tonight Show. Jimmy Fallon introduced him as “the biggest Punjabi artist on the planet.”
Canada has solidified its position as a prime market beyond South Asia for Punjabi music — a phenomenon Billboard Canada has coined “Punjabi Wave” — and Diljit has been a mainstay on the country’s Billboard charts. He was the first Punjabi artist with three titles to chart on the Billboard Canadian Albums list, while hits like “Hass Hass,” with Sia, have appeared on the
Billboard Canadian Hot 100.
From India to Europe and North America, the music is resonating whether or not the listeners understand the words.
For Diljit, spoken language is not a barrier when it comes to the popularity of his music.
“Music is a universal language,” he says. “Music belongs to everyone. It resonates with anyone and everyone. Music knows no boundaries.”
Proving that point, Diljit has been a go-to collaborator for artists across genres and across borders.
This past April, pop star Ed Sheeran brought him onstage for a surprise duet of Diljit’s song “Lover” at his performance in Mumbai and Diljit returned the favour with performances of "Shape of You" and "Naina" in Birmingham last month.
A recently released Bollywood soundtrack collaboration with Pitbull racked up many millions of views on YouTube. He’s teamed up on record with American rappers NLE Choppa and Saweetie, the latter of whom said their song “Khutti” her favourite ever collaboration on a recent episode of Penn Badgley’s Podcrushed podcast.
“It exposed me to a different culture,” she said. “I’m used to being in the R&B and rap space, but this type of approach just opened my eyes. There was words that I had to pronounce a certain way, I had to learn what they meant.”
On Australian pop star Sia’s collab with Diljit, she even sings a few bars in Punjabi – something that surprised some fans.
“Speaking Punjabi is much harder than you think,” Sia told Rolling Stone Australia. “I sweated through my entire dress, trying so hard to get it right!”
When it comes to Punjabi music, some artists have compared its explosion to the effect of Latin music in the U.S. It’s usually used as an analogy, but Diljit bridged that gap in a more literal way in his collaboration on “Palpita” with Colombian musician Camilo that features lyrics in both Spanish and Punjabi.
“I feel lucky to be working with such great talent,” says Diljit. “I respect all cultures and languages.”
Through all these connections, Punjabi music isn’t only getting played on the airwaves in global markets, but superstar artists are directly engaging with Punjabi language and culture. By playing with Diljit Dosanjh, collaborators aren’t just getting his name and image and reputation – they’re getting his full self.
“I’m very proud of Punjabi music,” he says. “I feel alive when I’m performing in my mother tongue.”
Diljit’s rise didn’t come out of nowhere. He’s been making music since he was a teenager, which makes the heights he’s reached feel even higher.
“I come from a small town,” he says proudly. It’s an example to the next generation of Punjabi youth, he says. “If I can achieve all this, they can do even better than me.”
Born Daljit Singh and raised in the village of Dosanjh Kalan, he moved to Punjab’s biggest city, Ludhiana, when he was 11 years old to finish school. Moving him there to live with his uncle, his parents hoped, would create more opportunities for him to be successful in whatever path he’d choose. He started his career by playing tabla at a local gurdwara and, in 2003, he debuted with the song “Ishq Da Uda Ada” (translated roughly to “The ABCs of Love”).
Around the time of his first international tour to Canada, he released his 2005 album, Smile, and slowly, he began to resonate with regional hits. Songs like “Paggan Pochviyan Wale” and “Alrhaan Kuaariaan” are enduring favourites and still bring people out to the dance floor at weddings today. At the time, his style was more traditional and old school, closer to the Punjabi folk and bhangra songs he would have been raised with than the genre-blurring hip-hop influenced sound that’s resonating in the Punjabi Wave today.
In 2011, Diljit made his debut as an actor with the action movie The Lion of Punjab, which would lay the foundation for a long and acclaimed career on the big screen with Punjabi, and later, Hindi film. He wasn’t yet a guaranteed box office success, but the song “Lak 28 Kudi Da” featuring Yo Yo Honey Singh became his largest commercial success to date. With an upbeat pop sound, the song adapted his sound and established him as an artist who could entertain on screen and on record.
Punjabi artists are sometimes criticized for venturing out into the juggernaut Bollywood film industry, where Hindi is often the predominant language, but Diljit was thoughtful in how he bridged the gap. In his Bollywood debut, Udta Punjab, he plays a well-meaning police officer dealing with the devastating impacts of the youth drug crisis in Punjab – a role that reflects the issues close to his culture, and one that was a critical and commercial success.
As he’s grown more popular, he’s kept the same mission.
“My goal is to spread Punjabi music all over the world,” he says. “Punjabi culture is very rich and I want everyone to experience it.”
Diljit Dosanjh photographed by Lane Dorsey on July 15 in Toronto. Styling by Alecia Brissett.
When it comes to Punjabi music, it seems everyone can agree on Diljit. His appeal crosses generations, from young children to older fans – which has been very evident in the demographics of his concerts.
In and outside of Bollywood, he’s stayed true to his roots. The 2014 film Punjab 1984 is a pivotal and personal one for him. Showing his range and vulnerability, the movie highlights the impacts of the months leading up to and following Operation Bluestar, an extended military operation ordered by Prime Minister Indira Gandhi to attack Harmandir Sahib, known to some as The Golden Temple.
“It’s been written about and spoken about a lot as riots, so people think of it that way,” he said in a 2022 roundtable discussion with Netflix India. “Riots are when two groups are fighting with each other. But when one group is actively targeting another, then it’s a genocide.”
It’s a dark time in history for Sikhs around the world, and its impacts punctuated Diljit’s early life in India. As big as he gets, he’s always representing his culture.
More recently, he played Amar Singh Chamkila in a titular Bollywood biopic about the life and death of the influential Punjabi singer who was shot and killed at the height of his fame in 1988. Chamkila was a controversial artist who often sang about taboo topics in the public eye, which garnered scrutiny from audiences and political groups at the time. While the months leading up to his death were shrouded with controversy, the exact motivation behind his killing remains unknown.
Since starring in the film, Diljit has paid homage to Chamkila with tributes and covers of some of his enduring tracks.
“It’s been an honour to play as Chamkila,” Diljit says. “His compositions still inspire most of us.”
Diljit’s humble, grounded persona and respect for history endears him to fans of all ages, and he makes an effort to respect his elders.
“In our culture, we can’t give anything to the older generation, we can only receive their blessings,” he says. “That’s what I’m trying to do, keep receiving their blessings.”
Diljit is also very respectful towards how he approaches the next generation, too, paving a path for their own big goals. He makes an effort to welcome young listeners and include them in his concerts. In Vancouver, for instance, he hoisted a six-year-old fan from the crowd dressed in signature Diljit Dosanjh attire to dance with him during “Vibe.” For the young fan, who has been taking bhangra dance lessons, it was a big moment.
“Whenever I meet young kids wearing my stage attire, that always leaves a lasting impression. It becomes a memorable moment for me,” Diljit says. “I would like for them to dream big. All I want to say is to dream big and never give up.”
Diljit Dosanjh photographed by Lane Dorsey on July 15 in Toronto. Styling by Alecia Brissett. On Diljit: Hermès shirt & pants.
The Dil-Luminati Tour was not only a big moment for Punjabi music, but for the Punjabi Wave in Canada.
“Canada will always have a special place in my heart,” says Diljit.
Before the Toronto show, Diljit met with Canadian Prime Minister Justin Trudeau, who posted about the importance of the achievement. “Stopped by the Rogers Centre to wish @diljitdosanjh good luck before his show,” he tweeted. “Canada is a great country — one where a guy from Punjab can make history and sell out stadiums. Diversity isn’t just our strength. It’s a super power.”
“It was a huge honour for all of us,” reflects Diljit. “We are so grateful for him to visit us, even though he didn’t need to.”
Despite some geopolitical tensions between Canada and India, music remains a strong cultural bridge.
There are over 2.5 million people of South Asian heritage in Canada and a vibrant Punjabi community. The diasporic culture has its own unique nuances, which Diljit understands well.
One of his breakthrough films is 2012’s Jatt & Juliet, which was filmed in Vancouver and has spawned multiple sequels. The romantic comedy satirizes the stereotypes of Punjabi men who travel to Canada with dreams of marrying for Canadian citizenship. The second sequel, this year’s Jatt & Juliet 3, is now recognized as the second-highest grossing Punjabi film ever. He starred in the films with Vancouver actress Neeru Bajwa, who is still his frequent collaborator to this day. In a warm shoutout at BC Place, Diljit called Bajwa “the Queen of the Punjabi film industry.”
When it comes to music, Diljit has also worked with several globally acclaimed Punjabi-Canadian artists throughout his career – from lyricist Chani Nattan and producer Intense to breakthrough rapper Sultaan. The breakthrough single from his 2020 album Born To Shine, “G.O.A.T,” was written by Karan Aujla, who is currently on an arena tour of his own. After his sold-out arena shows across Canada, the breakout star also be working towards stadiums next.
Diljit’s advice to both fans and other artists is to think as big as possible at all times.
“I'm a confident person. I never doubt myself," he says. "I would like to say to anyone reading this to never underestimate yourself. Don’t ever doubt yourself.”
Baldeep Randhawa is a talent buyer for Live Nation in Canada. In an interview with Billboard Canada last year, he talked about his initial goal of bringing South Asian music to new heights. Initially, his goal was to book 500-capacity venues, convincing industry figures that there’s an eager market here.
When only a couple of months later in 2022, Live Nation booked Diljit, Randhawa learned he could already aim much higher. Diljit performed at Scotiabank Arena in Toronto, then a sold-out show at Vancouver’s 18,000-capacity Rogers Arena, where the hometown hockey team the Canucks play, in June 2022.
“I was standing in the halls watching these little kids taking pictures with the Canucks stuff,” Randhawa says. “And they were like, I can't believe a Punjabi artist is playing here.”
Leading up to this year’s BC Place show, the Vancouver Canucks reposted a picture of Diljit rocking a Canucks jacket and gave him a shoutout – in Punjabi, a language the games are broadcast in on Hockey Night In Canada: Punjabi Edition. “Vibe Teri Meri Mildi Aa,” (“our vibes match”), the team wrote, referencing his song “Vibe.”
Moving to stadiums in Canada, Diljit and his team knew they could be even more ambitious – not just with capacity but with costumes, lighting, staging and everything you need to make a concert feel like a blockbuster. Following the approach of other global superstars like Ed Sheeran and Coldplay, Diljit said he poured as many resources as possible to make it a show to remember. While the costs incurred for one show may not be made back by its ticket sales alone, the hope is that the entire tour will turn a profit.
“When someone takes their hard-earned money and buys a ticket to your show, it’s a big deal,” Diljit said in an interview on The Ranveer Show. “The person wants to have a special moment with the artist and see a big show. I want to make that happen.”
For him, it’s about the fans first.
“My fans' expectations always inspire me to create good music, better performances, with big productions,” he tells Billboard Canada. “I want my fans to have an amazing time at the concerts, where they forget all their troubles.”
Diljit Dosanjh photographed by Lane Dorsey on July 15 in Toronto. Styling by Alecia Brissett. On Diljit: EYTYS jacket
After setting records in Canada and the U.S., the Dil-Luminati Tour has been continuing through Europe and India, where Diljit has built on his tour’s proven resonance and success.
If the North American tour showed what’s possible, Diljit’s next steps are hard to predict. What he’s doing has never been done by a Punjabi artist, which means he’s forging a new path in real time.
When asked about what’s next, Diljit is measured: “Don’t expect anything, I’m just going with the flow.”
But if he’s cool about expectations, it’s only because he’s shown there’s no limit for his ambitions.
It’s clear, Punjabi music has arrived – but it’s not stopping here.
A version of this article appeared in the Dec. 14, 2024 issue of Billboard and on Billboard.com as part of the Global No. 1s series. It is also part of a special print edition of Billboard Canada dedicated to Diljit Dosanjh, which also features exclusive behind-the-scenes stories and photos from his Dil-Luminati Tour.
