South Asian music will gets its due at Junos this weekend, reflecting rising popularity in Canada

Yanchan Rajmohan, also known as Yanchan Produced, is riding high on cloud nine after receiving a Juno nomination for the South Asian music recording of the year. In an interview with CBC News, he expressed his excitement and gratitude for being recognized in a category that represents South Asian artists for the first time.

The nomination comes at a time when South Asian music is gaining significant popularity in Canada. With the recent establishment of a new South Asian music channel by SiriusXM and the formation of 91 North Records by Warner Music, the industry is witnessing a surge in talented artists like Jonita Gandhi and Chani Nattan.

The success of artists like Diljit Dosanjh, who performed in front of 54,000 people at Vancouver’s BC Place, has further propelled the growth of South Asian music in the country. This influence is evident in the Junos shortlist, with artists like Karan Aujla, Sukha, AP Dhillon, and AR Paisley dominating multiple categories.

The creation of a new category at the Junos specifically for South Asian music reflects the country’s status as the epicenter of South Asian music globally. Yanchan believes that this recognition can pave the way for more talented musicians to enter the industry and make their mark.

Music journalist Jeevan Sangha acknowledges the long-overdue change in recognizing South Asian artists at prestigious events like the Junos. She emphasizes the diverse appeal of Punjabi music, which has transcended cultural barriers and resonated with audiences across Canada.

The rise in South Asian music’s popularity can be attributed to the growing South Asian population in Canada, as well as the increasing acceptance of non-English language songs in the mainstream music scene. Streaming platforms have played a pivotal role in exposing audiences to a diverse range of music genres, including Punjabi music.

While some express concern about South Asian artists being segregated into a separate category, others like Jonita Gandhi see it as a positive step towards inspiring future generations of artists. Gandhi, who overcame bullying and self-doubt to pursue her passion for music, believes that representation in events like the Junos can empower young artists to embrace their heritage and individuality.

As the Junos prepare to celebrate the best in Canadian music, the inclusion of a South Asian music category reflects the industry’s evolving landscape and the diverse talents that contribute to its vibrancy. Yanchan, Jonita Gandhi, and other nominees are set to showcase the rich tapestry of South Asian music at the upcoming awards ceremony, marking a significant milestone in the recognition of cultural diversity in the Canadian music industry.