Punjabi Hitmaker Intense Signs Global Distribution Deal With Warner Music Group

Punjabi music producer Intense, known for shaping the signature sound behind some of the genre’s biggest modern hits, has inked a global distribution deal with Warner Music Group (WMG) through its independent distribution arm, ADA (Alternative Distribution Alliance).

The agreement marks a significant move for Punjabi music’s global ambitions and places Intense’s label, Double Up Entertainment, on an international stage. Based in Surrey, British Columbia, Intense has been a key player in the genre’s crossover success, producing for stars such as Sidhu Moose Wala, Diljit Dosanjh, and Karan Aujla.

Intense rose to prominence in 2014 with Jup Gill’s Launian Pendhian, but it was 2022’s viral hit Excuses—featuring AP Dhillon and Gurinder Gill—that cemented his global status. The track has surpassed 500 million Spotify streams, making it one of Punjabi music’s most streamed anthems.

Launched in 2020, Double Up Entertainment is now home to a new wave of talent including Harpreet Sran, Tavnoor, Manna Datte Aala, HRJXT, 604Blizzy, G-Funk, and Lil Jjay. The partnership with ADA is expected to amplify the label’s reach and give its roster access to top-tier distribution infrastructure.

“This is an exciting time for us at Double Up,” said Intense. “We’re here to push the next generation of talent and create stars. With the WMG engine behind us, there’s no stopping us.”

The deal also underscores Warner Music’s increasing investment in South Asian music. It follows the 2023 launch of 91 North Records, a joint venture between Warner Music Canada and Warner Music India focused on promoting South Asian artists globally.

Kristen Burke, President of Warner Music Canada, called the partnership a “strategic alignment of creative vision and global capability,” praising Intense’s forward-thinking approach to artist development.

Adding further weight to the collaboration is EYP Creations, one of the largest Punjabi music companies globally. Representing more than 125 labels and 32 artists, EYP is also a partner in the ADA deal. Warner and ADA recently expanded their relationship with EYP to focus on nurturing Punjabi talent from Canada—a region fast becoming a powerhouse in global South Asian music.

With Warner’s global engine and ADA’s robust distribution network, Intense and Double Up are now positioned to accelerate their mission: bringing Punjabi music to new audiences and building the next generation of global stars.