Mumbai: ADA, the independent label and artist services arm of Warner Music Group, has announced a global distribution agreement with EYP Creations Inc., a leading artist management and content marketing company in the Punjabi entertainment industry. This partnership aims to elevate Punjabi music in Canada while nurturing emerging talent within the vibrant South Asian community.
EYP Creations, headquartered in Canada and India, manages several top-tier artists and operates the UrDebut Canada label. The label has been instrumental in launching successful artists such as Kushagra and Tanishqa, who have achieved global viral success. Through this collaboration, ADA Canada will work closely with UrDebut Canada to develop and amplify the reach of emerging talent.
CAT KREIDICH, President of ADA, remarked, “We’re excited to bring this Punjabi music leader into the Warner Music Group family. 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.”
KRISTEN BURKE, President of Warner Music Canada, added: “This partnership with EYP Creations marks a strategic step in expanding WMG’s presence within the Punjabi music landscape. 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.”
The global consumption of Punjabi music has grown exponentially, with a 59% increase recorded in 2023. Canada, a key hub for South Asian culture, plays a pivotal role in this growth, providing fertile ground for artistic innovation and audience expansion.
NIKHIL DWIVEDI, CEO of EYP Creations, expressed his enthusiasm for the partnership, stating, “We are honoured to partner with ADA, where we will be providing the best distribution and marketing solutions to top South Asian artists based 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.”
This new alliance builds on an already established partnership between ADA and EYP Creations in India. By combining ADA’s global distribution expertise with EYP Creations’ stronghold in South Asian music, the collaboration seeks to promote Punjabi-language music both in Canada and on the international stage.
The deal also complements ADA’s ongoing initiatives in Punjabi music. The company has partnered with Punjabi music entities such as Sky Digital and Geet MP3, further cementing its commitment to amplifying South Asian voices globally.
