Punjabi music producer Intense, best known for shaping the sounds behind some of the genre’s biggest stars, has signed a major distribution deal with Warner Music Group through its distribution arm, ADA. The deal marks a bold step toward taking Punjabi music—and the next generation of South Asian artists—onto the global stage.
Hailing from Surrey, B.C., Intense has been instrumental in Punjabi music’s international rise. His early success came with Jup Gill’s Launian Pendhian in 2014, but his breakthrough moment arrived in 2022 with Excuses, a track by AP Dhillon and Gurinder Gill that now boasts over 500 million streams on Spotify. Along the way, he’s collaborated with giants like Sidhu Moose Wala, Diljit Dosanjh, and Karan Aujla.
In 2020, Intense launched his own label, Double Up Entertainment, which now houses rising artists such as Harpreet Sran, Tavnoor, Manna Datte Aala, HRJXT, 604Blizzy, G-Funk, and Lil Jjay. The new partnership with ADA will bring global visibility to Double Up’s roster and elevate its distribution capabilities worldwide.
“This is an exciting time for us at Double Up,” said Intense. “We’re here to push the next generation of talent and create stars. With the WMG engine behind us, there’s no stopping us.”
The partnership aligns with Warner Music’s growing investment in South Asian music. It follows the 2023 launch of 91 North Records, a joint initiative by Warner Music Canada and Warner Music India aimed at amplifying South Asian voices in the global music scene. Kristen Burke, President of Warner Music Canada, praised the deal as a strategic move that combines Intense’s creative vision with Warner’s global infrastructure.
Further strengthening the collaboration, EYP Creations—a leading Punjabi music company that represents over 125 labels and 32 artists worldwide—is a partner in this deal. Warner and ADA also recently struck a broader agreement with EYP to focus on nurturing Punjabi talent in Canada, reinforcing the region’s growing influence in global music culture.
With Warner’s backing and ADA’s distribution strength, Intense and Double Up are set to accelerate their impact, carving a new path for Punjabi music on the world stage.
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