Warner Music Canada and Warner Music India have formed a new joint venture, 91 North Records, to support artists of South Asian descent.
The new entity will be led by Ikky, a renowned artist and producer who has joined as creative director.
Karan Aujla and Jonita Gandhi, both based in Canada, are the label’s first signings. Both artists will collaborate closely with Ikky and A&R Director Charlie B.
Karan released his new album Making Memories last Friday and has become one of the scene’s most prominent artists over the last five years.
The name 91 North Records alludes to both countries, with a nod to India’s country code and Canada’s geographic location, and the logo is inspired by India’s national flower, the lotus, the platform said in a statement.
The label held a launch event at Warner Music Canada’s offices in Toronto on Tuesday, August 22.
Ikky, creative director, of 91 North Records, says “I’ve always been fascinated by the blending of Indian and Western sounds into culturally impactful, innovative music. 91 North Recordsexists to elevate artists pursuing this fusion. Punjabi and South Asian music already compete 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, of Warner Music India, says, “We’re so excited by the launch of 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 game-changer initiative for artists who will now have global support from A&R, marketing, collaborations and more.”

Kristen Burke, president, Warner Music Canada, adds, “91 North Records is dedicated to celebrating and amplifying Indian culture. There is an incredible new generation of talent rising, influenced by their South Asian heritage, and we want to make sure these artists are represented both here and around the world. This new venture allows artists to be truly authentic, and our global network gives us the opportunity to showcase their culture on a global stage.”

Alfonso Perez-Soto, president, Emerging Markets, Warner Music, said, “Punjabi music is currently going through a vibrant evolution, having been supported by multicultural Canada, it is now transforming from a regional and diaspora-based genre into a global force. This growth is thanks to exceptional production and artistry from the likes of Ikky and the ambition and understanding from Jay, Kristen and the teams at WM India and WM Canada. 91 North Records will act as the vital bridge between East and West – uniting talent, cultures, and ideas, and cementing a movement that is here to stay. At Warner Music we will continue to champion initiatives like this for the love of music, artists, and fans alike.”