Jonita Gandhi signed up by international label 91 North Records

Warner Music India and Warner Music Canada have come together to launch a new joint venture, 91 North Records, aimed at supporting artists of South Asian heritage. ‘What Jhumka’ singer Jonita Gandhi is amongst the first artists to sign to 91 North Records along with popular Punjabi singer Karan Aujla who has been signed with this new label. The new entity will be guided by renowned artist and producer Ikky, who has come onboard as Creative Director.

The label held a launch event at Warner Music Canada’s offices in Toronto.

Ikky, Creative Director, 91 North Records, says “I’ve always been fascinated by the blending of Indian and Western sounds into culturally impactful, innovative music. 91 North Records exists to elevate artists pursuing this fusion. Punjabi and South Asian music already competes worldwide, and I’m thrilled to collaborate with emerging talents, showcasing and amplifying what they have to offer. This is no experiment; it’s the future.”

Jay Mehta, Managing Director, Warner Music India, says, “We’re so excited by the launch of 91 North Records. This venture not only celebrates the musical styles of artists with South Asian heritage but also leverages the market potential of uniting two distinct fan bases to bring this music to the global stage. This is certainly going to be a gamechanger initiative for artists who will now have global support from A&R, marketing, collaborations and more.”

Ikky has already made huge waves across the industry, racking up more than two billion streams worldwide with songs such as Shubh’s ‘Baller’, Diljit Dosanjh’s ‘Chauffeur’ and Sidhu Moose Wala’s ‘Bambiha Bole’. He launched his own label, 4N Records, in partnership with Warner Music and Coalition Music in 2021.