The Challenge for NRI Artists in Canada
Canada has one of the largest South Asian diaspora populations in the world — over 1.8 million people of Indian origin, concentrated in Toronto, Vancouver, and Brampton. For a Punjabi artist in Toronto, this is both the home audience and the launchpad for India.
But the platforms are fragmented. The Punjabi diaspora in Canada streams on Spotify Canada. Family back in India is on JioSaavn. UK cousins are on Apple Music. A DistroKid subscription covers Spotify Canada — but JioSaavn requires a separate Indian distributor relationship that most western distributors don't have.
— Harpreet, Toronto-based Punjabi artist
The Western Beats Solution
Harpreet submitted his track on Western Beats with a single form — no annual subscription, no USD payment, no secondary Indian distributor needed. Western Beats pushed the track to:
- Spotify Canada, USA, UK, India
- Apple Music (all territories)
- JioSaavn
- Gaana
- Wynk Music
- Amazon Music (Canada, India, UK)
- YouTube Music
- 140+ additional platforms
What Made the Difference
JioSaavn Editorial Access
Western Beats' direct relationship with JioSaavn meant the track was considered for editorial playlists — something no western distributor offers. It was added to "Punjabi Pop Hits" and "Fresh Punjabi" within 3 weeks of release.
Canadian Spotify Playlist Pitching
Western Beats also pitched to Spotify Canada editorial with a focus on the Punjabi-Canadian diaspora angle — "Desi Toronto" playlists that Spotify has been growing. The track landed on two.
ISRC + Metadata Compliance
International Standard Recording Codes (ISRC) were assigned automatically. Metadata was filed in both English and Punjabi (Gurmukhi script), improving discoverability in India.
Results
— Harpreet
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