Warner Music’s ADA Signs Global Deal with EYP Creations, Boosting Artists’ Live Music Opportunities

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Warner Music Group ADA EYP Creations INC

Warner Music Group has entered another strategic collaboration to advance Punjabi music in Canada. ADA, the company’s independent label and artist services division, has signed a global distribution agreement with EYP Creations INC., a leading Punjabi music management and content company operating in both Canada and India.

This new partnership with EYP Creations aims to nurture emerging talent, helping them reach similar heights of success. The agreement also includes EYP’s record label, UrDebut Canada, which has successfully introduced artists like Kushagra and Tanishqa. Their songs have garnered millions of streams in the past year. The partnership aspires to connect these rising stars with an expansive and enthusiastic global fanbase.

Nikhil Dwivedi, CEO, EYP Creations said he’s excited about the potential of working with ADA and talks about the quality distribution and marketing it can open to South Asian artists in Canada.

Speaking about the deal, Nikhil said, “We are focused on nurturing young South Asian talent together through launching them at UrDebut Canada label and building them through distribution, management, live events and collaborations around the globe.”

Further sharing insights about how this deal will change their approach, especially pertaining to live events for their roster of clients, Nikhil added, “This deal will give global exposure to artists in terms of spreading their content across globe, leveraging live music opportunities in North America and grow their content and live there. The initiative ensures that artists can monetize their content effectively through live performances, including private and corporate gigs, as well as public events. We are building a comprehensive framework to support artists in securing high-quality gigs and organizing multiple tours across the globe, enabling them to perform on diverse stages. “

Kristen Burke, President, Warner Music Canada said, “This partnership with EYP Creations marks a strategic step in expanding WMG’s presence within the Punjabi music landscape. This alliance not only supports the growth of Punjabi music in Canada, but also opens doors for discovering and nurturing emerging talent in this vibrant community.”

ADA has also partnered with other Punjabi music companies in recent years, including Punjabi music content aggregator, Sky Digital, and Punjabi record label, Geet MP3.

Cat Kreidich, President, ADA said, “We’re excited to bring this Punjabi music leader into the Warner Music Group family. Our team is looking forward to partnering closely with Nikhil and everyone at EYP Creations to mine new opportunities in the market and bring new voices into the mix.”

This new partnership with EYP Creations aims to nurture emerging talent, helping them reach similar heights of success.

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