Warner Music ready to cash in on diaspora’s craze for Punjabi music with Diljit Dosanjh on board

Actor-singer-songwriter Diljit Dosanjh has inked a strategic deal with Warner Music, a major record company, in a move that is aimed at reaching out to a larger number of audiences in India and abroad.

It goes without saying that Dosanjh enjoys a wide appeal among the Indian communities abroad. Under the partnership, he has forthcoming singles with Canadian rapper Tory Lanez and the Tanzanian star Diamond Platnumz.

It is seen as a big leap for the Punjabi star, whose previous track ‘Lover’ generated more than 68 million views on YouTube, said “I’m delighted to be collaborating with Warner Music. Together, we’ll take Indian music way beyond the usual diaspora audiences to the top of the global charts.”

Dosanjh said he has started teaming up with some Warner Music artists from other countries. Diljit, who has recorded 13 studio albums, established himself as one of Punjabi music industry’s biggest stars, with his 2020 album ‘G.O.A.T.’ featuring on Billboard’s Global Chart.

According to Jay Mehta, managing director, Warner Music India, his unit is looking forward to work in tandem with an artiste of Diljit’s stature. Mehta said he rates the Punjabi music star as an entertainer, who has struck a chord with the audiences across the globe with both his acting and singing prowess.

Some songs of Diljit have become a rage with lovers of Punjabi music across the globe.

Given the rhythm and glamorous music albums, Punjabi music has become quite popular among diaspora people in countries such as the USA, UK, Canada, Australia and some other countries.

According to music managers, the genre also has the potential to appeal to much bigger audiences abroad if more aggressive expansion efforts are made to reach out to a bigger fan base.

Max Lousada, CEO, Warner Recorded Music, also spoke in favour of such a move.

According to him, Punjabi music, already much popular in India, is now igniting international interest.