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Raj Tiwana, Nikhil Dwivedi, Mayuri Gupta, Chirag Sethi
Record Labels
URDEBUT and Warner Music Canada Join Forces to Spotlight South Asian Talent
The breakout Indian music platform signs its first Canadian artist and partners with Warner Music Canada to champion new voices.
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URDEBUT, an India-based music platform known for breaking new talent, has officially expanded to Canada through a new partnership with Warner Music Canada.
The move marks a strategic leap into North America, with a focus on uplifting emerging South Asian artists across the diaspora.
Launched in 2024 by Nikhil Dwivedi, Mayuri Gupta and Ankush Dharmani of EYP Creations (which signed a distribution deal with Warner Music Group's ADA earlier this year), URDEBUT has quickly earned a reputation for discovering fresh voices across genres like indie-pop, soul and R&B.
In just one year, the platform has released more than 40 original tracks and introduced six breakout acts in India — including Kushagra, Tanishka, Bhoomi, Hemanshi, Abeer and Rap ID. Now, URDEBUT is bringing that artist-first philosophy to Canada.
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“There’s an undeniable wave of South Asian creativity coming out of Canada, from Toronto to Vancouver, and we believe it’s time to build a launchpad for that talent,” said Dwivedi, who will now also serve as CEO of EYP Creations Canada.
To kick off its Canadian journey, URDEBUT has signed its first local artist: Gurpreet Marwah. The signing was announced at a an industry launch event at Warner Music Canada's Toronto office last week.
“Canada is home to some of the most passionate and genre-defying new talent,” said Kristen Burke, President of Warner Music Canada. “The arrival of URDEBUT brings an important infrastructure that will help bridge the gap between grassroots musicians and global stages.”
URDEBUT’s growing footprint follows a streak of major milestones in India.
Kushagra’s “Finding Her” reached No. 128 on Spotify’s Global Top Songs chart and topped India’s streaming charts for a month. Other standout releases include “Baawra” by Kushagra and Tanishka, Bhoomi’s “Jogan,” and Kushagra’s “Dard.”
URDEBUT artists have landed on major editorial playlists, joined initiatives like Spotify Radar and YouTube’s Megaphone, and performed at festivals including Zomaland and the Bollywood Music Project. Celebrity endorsements from Alia Bhatt, Varun Dhawan, and Nimrat Kaur, along with brand deals with YSL, OnePlus, Meta AI, JBL, and others, have helped cement the platform as a launchpad for rising stars.
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With operations now in both India and Canada, URDEBUT says it will continue offering artists a full-stack launchpad — from mentorship and creative direction to production and digital strategy — as it works to push debutant voices into the spotlight on a global scale.
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