South Asian talent continues to make an indelible mark on Canada’s music scene, from record-breaking concerts and chart-topping hits to prestigious accolades such as the Juno Awards. Reflecting this growing influence, several key executives driving these successes have been recognised in Billboard Canada’s newly released “40 Under 40” list, which celebrates the next generation of music industry leaders.
Among the honourees is Baldeep Randhawa, tour promoter at Live Nation Canada, whose work has brought major South Asian acts to stages across the country and beyond. Randhawa played a pivotal role in Diljit Dosanjh’s 2024 Canadian tour and Karan Aujla’s global tour, which includes a headline performance at Rolling Loud India this weekend. Beyond touring, Randhawa is the founder of the Breaking Borders Punjabi music festival, which launched its debut edition in September in Malta, providing an international platform for Punjabi music. He also helped introduce the South Asian Recording of the Year category at the Juno Awards, cementing his influence on the broader Canadian music landscape.
Another executive recognised is Shivam Malhotra, founder and CEO of Malsons Media, the artist management company representing Shubh, the independent Punjabi pop artist whose tracks have dominated streaming platforms in Canada and internationally. Malhotra’s work highlights the growing significance of independent management in fostering global South Asian talent.
Also included in Billboard Canada’s list are Gabriel Obadia, Head of Music at YouTube Canada, a key figure in promoting Punjabi-language music to mainstream audiences, and Matt Sousa, Vice President of A&R at Warner Music Canada, the label behind artists such as Karan Aujla.
The recognition of these executives underscores the symbiotic relationship between artists and industry leaders in elevating South Asian music within Canada and on the global stage. Their achievements demonstrate both the commercial viability and cultural impact of this talent, highlighting the ways in which South Asian music continues to expand its reach and influence.
Key honourees and their contributions are summarised below:
| Executive | Role | Notable Achievements |
|---|---|---|
| Baldeep Randhawa | Tour Promoter, Live Nation Canada | Diljit Dosanjh 2024 tour, Karan Aujla global tour, Breaking Borders Festival founder, introduced South Asian Recording of the Year at Junos |
| Shivam Malhotra | Founder & CEO, Malsons Media | Manages Shubh, independent Punjabi pop success on streaming platforms |
| Gabriel Obadia | Head of Music, YouTube Canada | Promotes Punjabi-language artists topping charts in Canada |
| Matt Sousa | VP of A&R, Warner Music Canada | Oversees South Asian artists like Karan Aujla |
This acknowledgment by Billboard Canada reflects the growing prominence of South Asian talent in the country’s music industry and the executives whose strategic vision continues to shape its future.