While this may have had the effect of driving up streams on international platforms such as Spotify and Apple Music – where it’s still currently in the top ten – what’s more intriguing is the rappers’ no-press policy. The track was taken down, without explanation, from Indian DSPs, even though it racked up nearly ten million streams on JioSaavn. If anything, the strategy employed by the trio’s label, Run-Up Records, has been a tad unusual. In the era of carefully-constructed and minutely-managed marketing campaigns, “Brown Munde (Brown Boys)” by rappers AP Dhillon, Gurinder Gill and Shinda Kahlon and producer Gminxr (pronounced “G Minor”) has done it the old-fashioned way: it became a smash, as they say in industry jargon,“organically”. It’s a sleeper hit that seemingly came out of nowhere: a Punjabi hip-hop track from Canada released in September 2020 that’s gone on to become the most streamed song on Spotify in India so far in 2021 – with over 65 million plays globally so far. In this latest piece, Music Ally contributor Amit Gurbaxani explains how a Canadian Punjabi hip-hop song became a huge anthem that united a diaspora all around the world. Big Bang Music is writing a series of guest columns for Music Ally’s readers to help you understand the latest trends in India.
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