A Brief Note on the Virality of Punjabi Music
A PNJBYT Overview
Punjabi music has transcended its regional boundaries to become a global sensation, captivating audiences with its infectious beats, catchy lyrics, and vibrant visuals. The genre’s rise in popularity can be attributed to a combination of social media influence, cross-cultural collaborations, and the unique blend of traditional and contemporary musical elements.
According to an article by Toronto City News, several tracks by Punjabi-Canadian artists have become milestones in the genre’s evolution. “Romeo” by Jazzy B blends Spanish guitars with an electronic hip-hop beat, showcasing a seamless integration of Punjabi and hip-hop elements. “So High” by Sidhu Moose Wala, with over 700 million views on YouTube, bridges traditional folk elements with modern hip-hop, making it a timeless hit. “Excuses” by AP Dhillon, Gurinder Gill, and Intense, a dreamy hook-driven track, became India’s most-streamed song on Spotify in 2022. “Admirin’ You” by Karan Aujla and Ikky, featuring Juno-winning singer Preston Pablo, blends English and Punjabi lyrics. “Drippy” by Sidhu Moose Wala, Mxrci, and AR Paisley, posthumously released by the Moose Wala estate, debuted at No. 9 on the Billboard Hot 100 Canada chart.
Bollywood has played a crucial role in amplifying the reach of Punjabi music. Popular tracks like “Kala Chashma” by Badshah, known for its catchy beats and vibrant visuals, became a massive hit. “Suit Suit” by Guru Randhawa, praised for its catchy lyrics and danceable beats, also found success in Bollywood. Punjabi cinema has contributed gems such as “Titliaan” by Harrdy Sandhu, “Pani Di Gal” by Asees Kaur and Maninder Buttar, and “Pasoori” by Ali Sethi & Shae Gill, gaining popularity on social media platforms like IG trends. “The Last Ride” by Sidhu Moose Wala and “Peaches” by Diljit Dosanjh have also made significant impacts.
Punjabi music’s global reach is evident through performances on international stages and platforms. AP Dhillon’s performance at the Grammys marked a significant milestone for Punjabi music globally. Diljit Dosanjh’s appearance at Coachella further expanded the genre’s reach. Cross-genre collaborations have resulted in unique blends of Punjabi music with hip-hop, R&B, and reggae, attracting listeners from various cultural backgrounds. For instance, Diljit Dosanjh’s streams increased by over 60% in Canada and 50% in the US following his Coachella performance.
The viral success of Punjabi music can be attributed to its fusion, presence in Bollywood, global reach through cross-cultural collaborations, and dominance on social media platforms. Tracks by artists like Sidhu Moose Wala, AP Dhillon, and Diljit Dosanjh continue to dominate streaming platforms, solidifying Punjabi music as a global cultural force. As the genre evolves, it will undoubtedly be celebrated worldwide for its infectious energy and universal appeal.
