ALBERY POWELL: Believe Canada nurturing South East Asian and Punjabi artists

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Believe Canada is making significant strides in supporting Southeast Asian and Punjabi music artists, reflecting the country’s rich cultural diversity.

I had the opportunity to speak with Mark Costain, the artist partnership manager at Believe Canada, to understand more about their initiatives and recent successes, including the signing of Brampton artist TJ Grewal.

Diversity, Equity, and Inclusion are at the core of Believe’s business mantra, aiming to have a music roster that reflects the rich diversity of Canada.

“We want to have music on our roster that matches the diversity of Canada,” Costain said.

Including Southeast Asian and Punjabi music in their distribution scope is a natural fit, given the significant population segment it represents.

“We recognize the impact the music has and want to help preserve the sound and be leaders in this scene,” Costain explained.

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Recently, Believe Canada signed TJ Grewal, whose first release Hidden Heart came out on May 30. And the enthusiasm around TJ Grewal is strong.

“We are excited to see his progress,” Costain said.

Believe has a track record of supporting Punjabi artists, with Sharry Mann being a notable example.

“We helped him gain traction on DSPs (Digital Service Providers) through multiple playlist placements and grew his audience by providing the full suite of services offered at Believe,” Costain said, noting that Sharry Mann now has over two million monthly Spotify listeners.

Looking ahead, Believe Canada will continue to scout and support emerging talent in the South East Asian and Punjabi music scene.

“We will continue to assess the market, identify emerging artists and labels in this genre, and foster growth where we can,” Costain vowed.

By doing so, they aim to lead the way in bringing this music to the masses, enhancing the presence of artists like TJ Grewal in the industry.

“It is one of the most burgeoning music genres right now, and we want to continue to lead the way to help augment the music to the masses,” Costain emphasized.

Believe Canada’s commitment to promoting cultural diversity in the music industry is evident through their strategic initiatives and successful artist partnerships.

As they continue to support and nurture Southeast Asian and Punjabi artists, we can expect to see more vibrant and diverse Canadian music.

– Ivan Albery Powell is a music executive and the owner of GMA (Great Music Agency)