Ikwinder Singh is too young to remember the last time Punjabi music was on the cusp of breaking into the mainstream in Canada.

The 23-year-old producer was only a baby when rapper Jay-Z joined British-Indian artist Panjabi MC on 200391裸聊视频檚 91裸聊视频淏eware the Boys (Mundian To Bach Ke).91裸聊视频� The track drew attention for its distinctive combination of bhangra music and a killer hip-hop bassline, inching up the music charts and offering Indian listeners hope that a new scene was emerging globally.

And then pop radio moved on to the next big sound.

91裸聊视频淚t91裸聊视频檚 one of those things no one was ready for,91裸聊视频� supposes the Toronto-raised music creator, known as Ikky.

He suggests that North American record executives of that era may have been caught off-guard by the song91裸聊视频檚 success and that not enough Punjabi artists were primed for crossover careers.

Singh doesn91裸聊视频檛 waste much time wondering what could91裸聊视频檝e been. He91裸聊视频檚 confident that today the story is different.

Over the past few years, a new generation of Punjabi performers has emerged from Canada with a unique fusion of cross-cultural influences that could91裸聊视频檝e only come from this country.

The Punjabi wave, as some call it, is a blend of the Indo-Aryan language with elements of global hip-hop, R&B and trap music. In Canada, its popularity is led by an array of names including AP Dhillon, Karan Aujla, Gurinder Gill and producer Ikky.

These artists, helped by a tight-knit community of music professionals, have scaled India and Canada91裸聊视频檚 charts, launched major tours and left some in the industry wondering if Punjabi music is on the cusp of its breakout moment akin to what 91裸聊视频淕angnam Style91裸聊视频� and 91裸聊视频淒espacito91裸聊视频� did for Korean and Spanish-language pop music.

This weekend, two rising stars of the Punjabi-Canadian music scene head to Halifax for the Juno Awards, where they vie for the fan choice prize alongside pop91裸聊视频檚 biggest names, including the Weeknd and Tate McRae.

Karan Aujla, whose track 91裸聊视频淪oftly91裸聊视频� certified the British Columbia-raised singer as a hitmaker last year, will compete with rapper Shubh, a Brampton, Ont.-based artist known for his streaming hits 91裸聊视频淥ne Love91裸聊视频� and 91裸聊视频淐heques.91裸聊视频� The fan choice award is handed out at the end of Sunday91裸聊视频檚 CBC Junos broadcast.

This is a pivotal moment for the Punjabi genre, which has never been represented in the marquee Junos category, which aims to capture the zeitgeist. Aujla holds a second Juno nod for breakthrough artist this year.

All of this comes as the genre91裸聊视频檚 profile continues to rise in Canada.

One of the most symbolic moments happened during last year91裸聊视频檚 Junos in Edmonton, where AP Dhillon made history as the first Punjabi music act on the broadcast.

The Victoria-based indie rapper91裸聊视频檚 flashy delivery of his single 91裸聊视频淪ummer High91裸聊视频� was designed to usher in a new era for the genre. But it was upstaged by a topless protester who crashed his introduction by Avril Lavigne. Despite the unexpected turn of events, Dhillon91裸聊视频檚 presence signalled how quickly the scene was being taken seriously.

Then last summer, Warner Music Canada announced a partnership with its India division to launch 91 North Records. The Canadian label was designed to foster a generation of local South Asian artists and better link two sides of the world. The label91裸聊视频檚 first release 91裸聊视频淢aking Memories,91裸聊视频� a collaboration between Aujla and Ikky, debuted at No. 5 on the Billboard Canadian Albums chart.

In February, Punjabi rapper Sidhu Moose Wala debuted at No. 9 on the Billboard Canada Hot 100 chart nearly two years after his shooting death in India. His single 91裸聊视频淒rippy91裸聊视频� became the latest in a run of Punjabi-Canadian chart hits.

Outside the country, the Punjabi music industry has taken notice. Next month, India-based performer Diljit Dosanjh launches an arena and stadium tour that rolls through five Canadian cities, starting in Vancouver and ending in Toronto.

91裸聊视频淭his is just the tip of the iceberg,91裸聊视频� said Toronto rapper AR Paisley, who appears on 91裸聊视频淒rippy.91裸聊视频�

91裸聊视频淲ith what91裸聊视频檚 happening, we91裸聊视频檙e going to see a lot of young and talented artists on the come up.91裸聊视频�

Music producer Gagundeep Singh Randhawa said it takes looking back a couple decades to understand how Punjabi-Canadian music reached its current status.

For the longest time, Punjabi artists relied on folk music instruments 91裸聊视频� such as the tablas and tumbis 91裸聊视频� for their sound. He said that meant even rap songs such as 91裸聊视频淏eware the Boys91裸聊视频� sounded like traditional music, which often relegated them to Indian weddings and other cultural spaces.

It took the work of people like Jazzy B, a Surrey, B.C.-based performer who found success in the mid-2000s, to fuse electronic and hip-hop elements in a new way that inspired a generation.

91裸聊视频淗e brought a different flavour,91裸聊视频� said Randhawa, who works under the name Gminxr (pronounced G-minor).

91裸聊视频淗e shifted the scene. But after him, it just went back to folk.91裸聊视频�

Nearly a decade passed before Punjabi music was reinvigorated. He credits Moose Wala91裸聊视频檚 early work for launching the current wave with its blend of the Punjabi language and trap music.

Moose Wala91裸聊视频檚 career got underway around 2017 while he was an international student living in Brampton, Ont., and his reputation spread through online forums.

Randhawa said the rapper91裸聊视频檚 music opened his ears to how Punjabi songs could break barriers and find broader audiences.

Around the same time, an influx of young students was moving from India, which the Victoria-based producer said offered him further motivation.

91裸聊视频淐oming from this small city, where it91裸聊视频檚 predominantly white, and all of a sudden seeing Indian people everywhere, it was a big change,91裸聊视频� Randhawa added.

Meanwhile, other changes were taking place in how people consumed music. More Punjabi music fans were gravitating to paid subscription services instead of solely YouTube, where the genre first thrived.

In response, the streaming platforms began to support more Punjabi-Canadian artists, placing their new songs in prime real estate. Spotify began positioning Dhillon and others on its New Music Friday Canada playlist, exposing their sound to listeners who never heard Punjabi music.

By the time COVID-19 restrictions were easing, those streaming numbers were proving themselves in concert ticket sales. Dhillon91裸聊视频檚 Out of This World Tour kicked off in late 2022, drawing crowds to the 19,000-seat Rogers Arena in Vancouver.

Live Nation promoter Baldeep Randhawa said he91裸聊视频檚 confident Punjabi music can draw far bigger numbers in the coming years. To make that happen, people like him are working to secure the right artists for the biggest venues, offering them technical support that puts them on a level with global stars.

91裸聊视频淲e91裸聊视频檙e giving them the same opportunities that someone like Drake would (have),91裸聊视频� he said.

91裸聊视频淭hey91裸聊视频檙e able to play these professional venues (and) do it with a vision they like and want. When the audience is coming to these shows they91裸聊视频檙e leaving in awe of the level of production.91裸聊视频�

The Live Nation promoter has already witnessed the positive impact of these massive concerts on the local Punjabi-Canadian community.

91裸聊视频淚91裸聊视频檓 watching so many people come into these rooms for the first time,91裸聊视频� he said.

91裸聊视频淎nd I remember hearing a kid say 91裸聊视频業 can91裸聊视频檛 believe someone with a turban is playing this stage.91裸聊视频�91裸聊视频�

What Canada91裸聊视频檚 Punjabi music wave still needs to thrive is more domestic support from the major record labels, say many who watch the scene.

While Warner has thrown themselves into the mix full force, Universal Music Canada and Sony Music Canada have yet to announce any significant investment in the genre or its performers.

Paisley is confident it91裸聊视频檚 only a matter of time.

91裸聊视频淪ome people in the industry have taken notice, but I think there91裸聊视频檚 some (who) are still trying to turn a blind eye,91裸聊视频� he said.

91裸聊视频淚t91裸聊视频檚 going to take more of an in-your-face moment. We91裸聊视频檝e had a couple, but maybe it91裸聊视频檚 going to take a couple more.91裸聊视频�

One of those moments may have happened earlier this month at a concert in Mumbai. Pop superstar Ed Sheeran shocked his fans by bringing out Indian star Diljit Dosanjh 91裸聊视频� the artist who91裸聊视频檚 touring Canada this spring.

Together, they sang Dosanjh91裸聊视频檚 hit 91裸聊视频淟over91裸聊视频� with Sheeran chiming in to perform the chorus in Punjabi. It was a moment that earned positive attention on social media and suggested that Sheeran has his eye on the burgeoning corner of music.

Paisley said collaborations like these will be key to the Punjabi wave91裸聊视频檚 crossover success. He would like to hear more songs between the genre91裸聊视频檚 stars and big names in Latin and hip-hop music, as long as they feel authentic.

91裸聊视频淚 think we91裸聊视频檙e stronger together than we are apart,91裸聊视频� he added.

Producer Ikky agrees. He recently released 91裸聊视频淚kky91裸聊视频檚 House,91裸聊视频� an EP that plays around with genre conventions and introduces the Punjabi language into the pop sphere with help from Punjabi and English artists.

His production work aims to blend his perspective growing up in Canada with positive cultural values established in Punjabi music. It91裸聊视频檚 a concept he91裸聊视频檚 still working on, and something he believes will take time for the rest of the world to catch up to.

91裸聊视频淲e91裸聊视频檙e still in a very early stage of global domination,91裸聊视频� he said.

91裸聊视频淔irst to India, we had to prove Canada is the home of Punjabi music. Now that we91裸聊视频檝e succeeded, we have to prove to Canada that this is Canadian music.91裸聊视频�

91裸聊视频淎fter that, we91裸聊视频檝e got to tell the world.91裸聊视频�

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