Musician Yanchan Rajmohan, better known as Yanchan Produced, is shown in Toronto on Monday. He is one of the artists nominated for South Asian music recording of the year, a new category at Sunday's Juno Awards in Vancouver. (Craig Chivers/CBC)
For Yanchan Rajmohan, better known as Yanchan Produced, a dream has turned into reality. The artist is celebrating his first-ever Juno nomination—a recognition that holds even greater significance as it comes under a brand-new category: South Asian Music Recording of the Year.
"I’ve watched the Junos every year, and now, to be part of this historic moment feels like hope," Yanchan said in an interview.
A Milestone Moment for South Asian Artists
The 2025 Juno Awards, set to take place this Sunday, mark a turning point for South Asian music in Canada. The creation of this category acknowledges the genre’s massive influence, especially with South Asian artists dominating the Canadian music scene in recent years.
The trend is impossible to ignore. SiriusXM Canada recently launched a dedicated South Asian music channel, citing its growing fanbase. In 2023, Warner Music Canada and India jointly introduced 91 North Records, a label aimed at elevating South Asian talent. Some of its biggest names, including Jonita Gandhi and Chani Nattan, are among this year's Juno nominees.
Meanwhile, Diljit Dosanjh made history with the largest-ever Punjabi concert outside of India, performing in front of 54,000 fans at Vancouver’s BC Place. The event solidified South Asian music’s mainstream appeal in Canada.
Breaking Barriers and Shaping the Future
The impact of South Asian music can be seen across multiple Juno Award categories. Artists like Karan Aujla, AP Dhillon, AR Paisley, and Sukha are competing for major titles, including Fan Choice, Single of the Year, and Breakthrough Artist.
Yanchan believes this recognition will pave the way for future talent.
"I'm hoping I can open doors," he said. "Behind me is a whole army of talented musicians, ready to make their mark."
Music journalist Jeevan Sangha agrees. In British Columbia, where the Junos will take place, South Asian music is deeply ingrained in daily life.
"If you walk through Surrey, you’ll hear Punjabi music everywhere. It’s part of the culture," she said.
A Global Shift in Music Preferences
The rise of South Asian music isn’t just limited to those with cultural ties. Streaming platforms have made diverse music more accessible, and fans worldwide are embracing it.
A 2023 report by Luminate Data revealed that nearly 40% of American listeners consume non-English songs, and international music streams increased by 85% between 2021 and 2022.
Sangha believes language is no longer a barrier."It might even be a hook," she said, referring to how non-South Asian listeners are drawn to Punjabi beats.
Jonita Gandhi, who is nominated for the new South Asian music award, is scheduled to perform at the Junos this weekend. She says the new category can help to inspire future artists.
A Step Forward, But More to Be Done
Despite the excitement, Sangha hopes the new category doesn’t limit South Asian artists to a separate space.
"My concern is that this becomes a box where South Asian artists are placed instead of being recognized in mainstream categories," she said.
Jonita Gandhi, who is nominated and set to perform at the Junos, believes this visibility is long overdue. Growing up in Mississauga, Ontario, she often felt like an outsider.
"I would have loved to see more people like me when I was younger," she said. "It’s OK to be Punjabi. It’s OK to be different."
With the 2025 Juno Awards celebrating South Asian music like never before, the future looks bright for these artists—and for the industry as a whole.
