Punjabi music is making waves globally, and Canada is proving to be a crucial hub for its rising stars. In a significant milestone, Shubh has become the second Indian artist to grace the cover of Billboard Canada, following in the footsteps of Diljit Dosanjh. This achievement underscores the increasing global presence and influence of Punjabi-language music and the independent voices emerging from the diaspora.
Shubh's journey to the cover of Billboard Canada reflects a remarkable rise in the music industry. Just a few years ago, he was scribbling verses in a notebook. Now, the 27-year-old Brampton, Ontario-based artist has amassed over 3 billion streams across platforms, cultivated a fiercely loyal fanbase, and is embarking on a debut North American tour. What's even more impressive is that he has achieved this success without the backing of a record label or any paid advertising.
Shubh's entry into music began as a personal creative outlet while he was a student in Canada. He relies on handwritten lyrics and self-editing before releasing his music. His performances stand out as fully live experiences, featuring a complete band and no backing tracks, a rarity in today's live music scene.
The milestone of landing the Billboard Canada cover coincides with the announcement of Shubh's debut North American arena tour, which is set to kick off on August 22 at Oakland Arena. The tour includes stops at Rogers Arena in Vancouver on August 23, Scotiabank Arena in Toronto on September 5, and concludes at the Prudential Center in New Jersey on September 7. Choosing arena venues for his first international tour signals a growing demand for his music that extends beyond the South Asian community.
Earlier in 2025, Shubh released his second studio album, "Sicario," which debuted at No. 24 on the Billboard Canadian Albums chart and has garnered over 250 million streams across platforms. The 10-track project showcases his artistic range, blending Punjabi lyricism with contemporary hip-hop production. It includes hard-hitting anthems and melodic tracks. His single "Supreme" also debuted on the Billboard Canadian Hot 100 and topped Apple Music charts in both India and Canada, while maintaining over one million daily Spotify streams.
In addition to his musical achievements, Shubh is also making an impact on a global scale as a UN ambassador for the Digital Climate Library. This role demonstrates his commitment to using his platform for positive change.
Diljit Dosanjh, the first Indian artist to appear on the cover of Billboard Canada, achieved this milestone in 2024. Billboard Canada highlighted how Dosanjh has stayed rooted in his culture while breaking barriers on an international scale. Dosanjh has emerged as a pioneer for Punjabi music in the global arena, making history as the first Punjabi artist to perform at Coachella.
Shubh's success, along with that of Diljit Dosanjh and other Punjabi artists, highlights the growing influence of Punjabi music on the global stage. Canada, with its vibrant South Asian community and appreciation for multicultural artistry, has become a hotspot for Punjabi music. Shubh's achievement marks a new era for Punjabi music and global representation, demonstrating the genre's increasing popularity and impact.
