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Warner Music Canada, India launch JV ‘91 North Records’
The name 91 NORTH RECORDS refers to both countries, with a nod to India's country code and Canada's geographical position, while the logo is inspired by the lotus, India's national flower.
Ikky, Karan Aujla and Jonita Gandhi (Image - Warner Music Group) /
Warner Music Canada and Warner Music India have formed a new joint venture, 91 NORTH RECORDS, to encourage musicians of South Asian descent. On August 22, the label had a launch event at Warner Music Canada's offices in Toronto.
The fresh venture will be led by Ikky, a renowned artist and producer who has joined as creative director. The first signings for 91 NORTH RECORDS are Canadian-based Punjabi talents Karan Aujla and Jonita Gandhi who will collaborate closely with Ikky and A&R Director Charlie B.
Speaking of the association, Ikky, creative director, of 91 NORTH RECORDS, said, "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 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, said, “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.”
Kristen Burke, president, of Warner Music Canada, added, “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.
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