EYP Creations Inc., a well-known company in Punjabi entertainment, has signed an exclusive global distribution deal with ADA, the independent label and artist services division of Warner Music Group. The partnership will help grow Punjabi music in Canada and provide opportunities for new artists.
Based in Canada and India, EYP Creations manages artists and produces content in the Punjabi entertainment industry. Its label, UrDebut Canada, has introduced successful artists like Kushagra and Tanishqa, who have gained international attention. Now, with support from ADA Canada, UrDebut will work to develop more artists and help them reach larger audiences.
Punjabi music has been gaining popularity worldwide. In 2023, global streams of Punjabi music grew by 59%, with Canada becoming an important center for this genre. Punjabi pop and hip-hop have been key drivers of this growth, and this new partnership is expected to bring even more success to the music and its artists.
CAT KREIDICH, President, ADA, says: “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 says “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.”
NIKHIL DWIVEDI, CEO of EYP Creations says, “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 partnership also builds on EYP’s work with ADA in India. It will support South Asian artists in Canada, helping them grow both locally and internationally. By combining ADA’s experience in music distribution with EYP’s deep ties to Punjabi music, the collaboration aims to connect South Asian artists with listeners worldwide.
This announcement follows other recent partnerships by ADA with Punjabi music companies like Sky Digital and Geet MP3, showing the growing demand for Punjabi music on a global scale.
