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The excitement for <keyword id="20055923" type="General" weightage="20" keywordseo="Bhool-Bhulaiyaa-3" source="keywords">Bhool Bhulaiyaa 3</keyword> is reaching new heights, thanks to the recent unveiling of a teaser for the film’s title track. This much-anticipated song features global music star <keyword id="21045234" type="General" weightage="20" keywordseo="Pitbull" source="keywords">Pitbull</keyword>, often called Mr Worldwide, teaming up with the talented Punjabi artist <keyword id="20085213" type="General" weightage="100" keywordseo="Diljit-Dosanjh" source="keywords">Diljit Dosanjh</keyword>. Hot on the heels of the film’s trailer release, this partnership aims to fuse Bollywood’s vibrant flair with international music trends. <keyword id="19897059" type="General" weightage="20" keywordseo="Kartik-Aaryan" source="keywords">Kartik Aaryan</keyword> returns as Rooh Baba, showcasing his signature dance moves, which is now being associated with the franchise. Aaryan had first starred in Bhool Bhulaiyaa 2, stepping in the shoes of Akshay Kumar who headlined the 2007 release, Bhool Bhulaiyaa 1. The teaser of the new film was shared on Tuesday. "Rooh Baba goes Global with the Coolest Collab DILJIT x PITBULL N the OG NEERAJ Get Ready for the #SpookySlide," Aaryan wrote while posting the teaser on his Instagram account. <div type="image" title="kartik-aaryan" msid="114240778" hostid="261" caption="&amp;lt;p&amp;gt;Kartik Aaryan&amp;#39;s Instagram post&amp;lt;/p&amp;gt;"></div> Composed by Tanishk Bagchi, known for his popular reimaginings, the title track also includes original compositions from Pritam, promising to uphold the musical heritage of the Bhool Bhulaiyaa series. This collaboration brings together a lively trio: Pitbull, Diljit Dosanjh, and Neeraj Shridhar, creating a blend of contemporary sounds with traditional Indian influences. Directed by <keyword id="20561165" type="General" weightage="20" keywordseo="Anees-Bazmee" source="keywords" meta.keywordsubtype="org" meta.entityname="Anees Bazmee" meta.hostid="261" meta.entityid="Anees Bazmee">Anees Bazmee</keyword> and produced by Bhushan Kumar, Bhool Bhulaiyaa 3 seeks to continue the legacy of its predecessors, mixing elements of horror with comedy. The film also features a stellar cast, including Madhuri Dixit, Vidya Balan, and Triptii Dimri, making it one of the most anticipated releases this Diwali. Scheduled to hit theatres on November 1, Bhool Bhulaiyaa 3 is expected to face stiff competition from Rohit Shetty’s <keyword id="20032943" type="General" weightage="20" keywordseo="Singham-Again" source="keywords">Singham Again</keyword>. As the release date approaches, fans are eager to see the return of beloved characters Manjulika and Rooh Baba, and how their story unfolds on the big screen. While Bhool Bhulaiyaa 1 got a thunderous response and is one of the most-loved films of its time, the second part got mixed reactions. Now as the third part releases soon, it will be interesting to see the response it gets.

Diljit Dosanjh collaborates with Pitbull for Bhool Bhulaiyaa 3 title song, teaser out now

<keyword id="19981455" type="General" weightage="100" keywordseo="Ratan-Tata" source="keywords">Ratan Tata</keyword>’s death has sent waves of grief across the nation. The industrialist breathed his last on Wednesday (October 9) at a hospital in Mumbai and reactions have been pouring in on social media. From political leaders to <keyword id="20659120" type="General" weightage="20" keywordseo="business-tycoons" source="keywords">business tycoons</keyword> and Bollywood celebrities, a lot of prominent personalities have reacted to Ratan Tata's death. He might no longer be with us, but his presence can be felt in the <keyword id="19984918" type="General" weightage="20" keywordseo="legacy" source="keywords">legacy</keyword> that he has left behind. Singer and actor <keyword id="20085213" type="General" weightage="20" keywordseo="Diljit-Dosanjh" source="keywords">Diljit Dosanjh</keyword>, who is in Europe for his Dil-Luminati World Tour, paid an emotional <keyword id="19933367" type="General" weightage="20" keywordseo="tribute" source="keywords">tribute</keyword> to Ratan Tata during his recent concert in Germany. He halted his performance to remember the legendary industrialist who passed away at the age of 86. In a heartfelt moment captured by fans, <keyword id="20984167" type="General" weightage="20" keywordseo="diljit" source="keywords">Diljit</keyword> took to the stage to share a few words about Tata, addressing the audience in Punjabi. The video, which quickly spread on social media, shows the singer expressing deep respect for the late businessman. “Ratan Tata has left us, and I feel it’s important to take a moment to honour him,” Diljit said. “He was a man who worked tirelessly, and whatever I’ve read or heard about him, he never spoke ill of anyone," he added. Diljit’s tribute highlighted Tata’s commitment to hard work, integrity, and kindness. He continued, “He lived his life with purpose, always doing good for others. If there’s one lesson we can all take from him, it’s to work hard, stay positive, and live our lives to the fullest, helping others along the way.” The singer also acknowledged Tata’s influence on many lives, saying, “This is how life should be. We can learn so much from the way he conducted himself.” Diljit later shared the tribute on his Instagram story, posting a video from a fan page with the message, “RIP Ratan Tata,” expressing his personal sorrow over the loss of such a towering figure. After completing his international shows, Diljit is set to return to India for the next leg of his tour, beginning in New Delhi on October 26. Meanwhile, in Mumbai, a Garba and Dandiya night also saw a tribute to Ratan Tata, as the crowd paused their celebrations to honour his memory. An X user, Fenil Kothari, shared a video of the event, where attendees lit up their phone flashlights while performers on stage sang songs in homage to the late industrialist. “One of the most memorable parts of the evening was paying tribute to Ratan Tata Sir, especially during Navratri. We hope his soul finds peace on this sacred occasion,” Kothari wrote. Another video from Goregaon’s NESCO compound showed hundreds of people observing a moment of silence, pausing their Garba dance to remember the icon. Tata, who was born on December 28, 1937, was known not just for his business acumen but also for his charitable work. His contributions to India’s growth and his dedication to improving the lives of others have left a lasting legacy. The public has been invited to pay their respects to the veteran industrialist at NCPA Lawns in Mumbai on Thursday, ahead of his final rites later in the day. Tata’s loss marks the end of an era for Indian industry, but his values and vision will continue to inspire generations.

'Never spoke ill of anyone, much to learn from him': Diljit Dosanjh halts Germany concert to pay tribute to Ratan Tata

Toronto (Ontario) [Canada], July 15 (ANI): Punjabi actor-singer <keyword id="20085213" type="General" weightage="100" keywordseo="Diljit-Dosanjh" source="keywords">Diljit Dosanjh</keyword> is currently busy enthralling his fans with tours across the globe. Ahead of his performance at <keyword id="22413141" type="General" weightage="20" keywordseo="Rogers-Centre" source="keywords">Rogers Centre</keyword>, a stadium in Downtown Toronto, Ontario, Canada, he welcomed a special visitor on stage: Prime Minister of Canada <keyword id="19898713" type="General" weightage="20" keywordseo="Justin-Trudeau" source="keywords">Justin Trudeau</keyword>. His music has reached every corner, and even the Canadian PM couldn't miss meeting him before the performance. In the video, Diljit can be seen greeting PM Trudeau with folded hands. <div type="INSTAGRAMURL" thumbUrl="undefined" caption="Caption not available." user="undefined" cmsId="1721015206356"><url><![CDATA[https://www.instagram.com/p/C9agntIRZxc/]]></url><permalink><![CDATA[https://www.instagram.com/p/C9agntIRZxc/]]></permalink><payload><![CDATA[]]></payload></div> Sharing the video, the singer wrote, "Diversity is Canada's strength. Prime Minister @justinpjtrudeau came to check out history in the making: we sold out the Rogers Centre!" As soon as the video was shared, fans and industry friends chimed in the comment section. Singer Harshdeep Kaur wrote, " Legend." One of the users wrote, "@diljitdosanjh thank you for representing each one of us on this level." Impressed by Diljit Dosanjh's presence in the country, the Canadian PM took to X handle and shared pictures from his visit to the venue where the singer performed live. <div type="twitter" handle="JustinTrudeau" handlename="JustinTrudeau" favoritecount="0" retweetcount="0" id="1812570857299931577"></div> He captioned the post, which read, "Stopped by the Rogers Centre to wish @diljitdosanjh good luck before his show. Canada is a great country -- one where a guy from Punjab can make history and sell out stadiums. Diversity isn't just our strength. It's a super power." Meanwhile, on the film front, he was recently seen playing the lead role in Imtiaz Ali's 'Amar Singh Chamkila,' alongside Parineeti Chopra. He also played a pivotal role in 'Crew' starring Tabu, Kareena Kapoor Khan, and Kriti Sanon in lead roles. His recent track titled 'Bhairava Anthem' starring Prabhas from 'Kalki 2898 AD' created waves around the world. He is currently receiving praise for his recent release, 'Jatt and Juliet 3,' co-starring Neeru Bajwa is also a part of the film.

Diljit Dosanjh receives surprise visit from Justin Trudeau at Canada concert

Diljit Dosanjh, the only Punjabi artist to play at Coachella, is a man of many firsts

<ul><li><keyword id="153251" type="General" weightage="80" keywordseo="fila" source="Orion">FILA</keyword> has onboarded <keyword id="1071287" type="General" weightage="80" keywordseo="diljit-dosanjh" source="Orion">Diljit Dosanjh</keyword> as its brand ambassador. </li><li>Diljit will be seen sporting FILA’s <keyword id="6648720" type="General" weightage="80" keywordseo="motorsport" source="Orion">Motorsport</keyword> collection.</li></ul>Diljit Dosanjh, the youth sensation who is known for his authentic tone of voice and his edgy style is the new face of FILA in India. There is a true vibe in this association, as both Diljit and FILA embody youthful energy, playfulness, and a distinct style quotient. Apart from being a brilliant musician and an acclaimed actor, Diljit Dosanjh is a real style icon. His bold fashion statements are not only inspiring a whole new generation but his true love towards streetwear culture is also defining trends. In this campaign, Diljit will be seen sporting FILA’s Motorsport collection. Motorsport has always been a part of FILA’s DNA and an essential category for the brand. This year the collection debuts a line of apparel and footwear infused with style and performance with a Motorsport edge. Diljit in his own style announced to the world “Hum Fila wale ban gaye” (I have now become part of the FILA family), through his Instagram stories is extremely excited on this association. <keyword id="12208141" type="General" weightage="20" keywordseo="rohan-batra-managing" source="Orion">Rohan Batra - Managing</keyword> Director – Cravatex Brands Limited, which has an exclusive license for the <keyword id="12208142" type="General" weightage="20" keywordseo="brand-fila" source="Orion">Brand FILA</keyword> in India, commenting on this association said, “We are extremely delighted to have Diljit Dosanjh as the face of the brand in India. Diljit has effortlessly blended streetwear and culture and continues to be a massive influence on the youth of India. His approach matches the philosophy of FILA, which caters to the everyday lifestyle of young consumers, who are ambitious while being effortlessly fashionable. We could not have asked for a better association than Diljit, whose style statement is authentic and true.” The newly launched Motorsport collection is available at FILA exclusive stores, leading large format stores and e-com partners. The range starts at INR 3000 and is designed for consumers who look at motorsport as a fashion and lifestyle choice and not just a sport.

Diljit Dosanjh to be the face of FILA

<ul><li><keyword id="1071287" type="General" weightage="100" keywordseo="diljit-dosanjh" source="Orion">Diljit Dosanjh</keyword>, Punjabi mega-star and <keyword id="6385848" type="General" weightage="80" keywordseo="coca-cola-india" source="Orion">Coca-Cola India</keyword> brand ambassador, has unveiled the Company’s new campaign 'Coke Tables' in Punjab. </li><li>The campaign will go live on TV channels in Punjab and will also have a digital leg.</li></ul>Diljit Dosanjh, Punjabi mega-star and <keyword id="6391475" type="General" weightage="80" keywordseo="coca-cola" source="Orion">Coca-Cola</keyword> India brand ambassador, has unveiled the Company’s new campaign “Coke Tables” in Punjab. The campaign will go live on TV channels in Punjab and will also have a digital leg. “Coke Tables”, in line with the Company’s purpose of Refreshing the World and Making a Difference, aims to bring people together to share their meals with a Coca-Cola to create magical moments of togetherness. “Coke Tables” essentially implies that when one places food alongside a Coke– it turns into a ‘table’ - whether it’s a regular dining table, the hood of a car, or even a staircase next to the college canteen. A ‘Coke x Meals’ table is the place where we get together and savor both the food and each other - it is where all conversations happen, and all moments are shared. <div type="Youtube" id="mMazTkUnrIc" title="Woofer Ban Gaya #CokeTable" thumbUrl="https://i.ytimg.com/vi/mMazTkUnrIc/mqdefault.jpg"></div> Commenting on the new campaign, Kaushik Prasad, Director Marketing- Coca-Cola said, Coke goes really well with food and as a brand, we strive to inspire human connections and togetherness and this campaign does just that – it is a call for people to come together and to share a Coke and a meal! At Coca-Cola, we truly believe anywhere you have food &amp; Coke is a chance to get together to create real magic. And we are ecstatic to have India’s most beloved pop-star Diljit Dosanjh kick-start this campaign in Punjab.” Punjabi mega-star and Coca-Cola India brand ambassador Diljit Dosanjh said, “Anyone who knows me, knows that the two greatest loves of my life are food &amp; Coca-Cola. My longstanding partnership with Coca-Cola is made all the more special as I unveil the brand’s new campaign in my hometown Punjab. It is a well-known fact that Punjabis have big appetites and even bigger hearts, and I am excited to see more “Coke Meal Tables” come up across the state.” Coca-Cola’s purpose of ‘Refreshing the World’ is made stronger by combining it with food, as it enhances the culinary experience of its new-age consumers. With this new campaign, Coca-Cola India aims to invite people to come together over a Coke and a meal and share magical moments together. The campaign, which has been initiated by the brand in Punjab, will be further extended to multiple other states in India this year.

Coca-Cola India unveils ‘Coke Tables’ campaign with Diljit Dosanjh in Punjab

<ul><li>The daily wage earners from different parts of the country are bearing the brunt of the lockdown and SPN and <keyword id="413856" type="COMPANY" weightage="20" keywordseo="Kalyan-Jewellers">Kalyan Jewellers</keyword> have started an initiative to support their families.</li><li>To announce the initiative, prominent actors from across the country came together to work on a short film titled Family.</li><li>The film has been remotely directed by <keyword id="1397913" type="PERSON" weightage="20" keywordseo="Prasoon-Pandey">Prasoon Pandey</keyword>.</li></ul><keyword id="3205208" type="PERSON" weightage="20" keywordseo="Sony-Pictures-Networks">Sony Pictures Networks</keyword> India and Kalyan Jewellers, along with actor <keyword id="6357912" type="PERSON" weightage="20" keywordseo="amitabh-bachchan">Amitabh Bachchan</keyword> have started an initiative, 'We Are One', through which the monthly ration of 1,00,000 households across the country will be funded. Through a commercial tie-up with a leading chain of hypermarkets and grocery stores in India, digitally barcoded coupons have been distributed to a verified list of workers from the All India Film Employees Confederation. Furthermore, monetary help has also been extended to those in need. To unveil the initiative, actors from different parts of the country including Bachchan, Rajnikanth, <keyword id="6357861" type="PERSON" weightage="20" keywordseo="ranbir-kapoor">Ranbir Kapoor</keyword>, <keyword id="1655" type="PERSON" weightage="20" keywordseo="Priyanka-Chopra">Priyanka Chopra</keyword>, <keyword id="6354526" type="PERSON" weightage="20" keywordseo="alia-bhatt">Alia Bhatt</keyword>, Chiranjeevi, Mohanlal, Mammootty, Sonali Kulkarni, Shiv Raj Kumar, <keyword id="96633" type="PERSON" weightage="20" keywordseo="Prosenjit-Chatterjee">Prosenjit Chatterjee</keyword> and <keyword id="1071287" type="PERSON" weightage="20" keywordseo="Diljit-Dosanjh">Diljit Dosanjh</keyword> came together for a short film titled Family. The film spoke about the importance of staying at home while also the need to support the daily wage workers who are being severely impacted due to the lockdown. <div type="Youtube" id="ju7ku--S6F4" title="#Family - A Made At Home Short Film" thumbUrl="https://i.ytimg.com/vi/ju7ku--S6F4/mqdefault.jpg"></div> Conceptualized and virtually directed by Prasoon Pandey in collaboration with Bachchan, the movie was shot from each actor’s house. Speaking about the initiative, NP Singh, Managing Director and CEO, SPN said, “In trying times, we have to collectively front and face issues that affect the industry. So, as part of its CSR outreach, SPN has taken the initiative of working alongside Amitabh Bachchan and Kalyan Jewellers to support the households of daily wage earners of the Indian film and television industry. SPN’s support will ensure that at least 50,000 workers and their families have their home supplies for a month. Additionally, this film made by Prasoon is very special since it has been virtually directed. Like-minded celebrities have come together in this short film, which we are delighted to premiere on all channels of our network and on SonyLIV. While the times may be tough, the human spirit is resilient &amp; strong, and this film captures that essence.” TS Kalyanaraman, Chairman &amp; MD, Kalyan Jewellers added, “We are witnessing an unprecedented global pandemic, and in these very testing times we have decided to support the initiative of Amitabh Bachchan and work alongside him and Sony Pictures Networks India to support the households of 50,000 daily wage workers and their families by providing them with supplies for a month. The Film being made is very special as it brings together all the best creative minds of our Industry.”

Sony Pictures Networks India and Kalyan Jewellers’ initiative to fund monthly ration of 1,00,000 daily wage workers from the entertainment industry

As 2024 wraps up, YouTube has unveiled its year-end trends, offering a window into the moments, creators, and events that captivated audiences across India. From cricketing showdowns to viral music tracks, the platform once again reflected the nation’s pulse, where billions of views transformed fleeting topics into lasting cultural highlights. The year’s biggest digital trends featured an eclectic mix of events and personalities. Dominating the conversation were global sporting spectacles like the ICC Men’s T20 World Cup, the Indian Premier League, and the Paris 2024 Olympics. These events amassed billions of views, cementing cricket and sports as evergreen passions for Indian audiences. Cultural moments also had their share of the spotlight. The Ambani wedding, a topic of unmatched intrigue, garnered over 6.5 billion views on videos that included “Ambani” and “Wedding” in their titles. Meanwhile, phrases like “moye moye” became internet sensations, accumulating 4.5 billion views. Iconic figures like Diljit Dosanjh and Ratan Tata inspired millions, with Dosanjh’s name linked to videos generating nearly 4 billion views. YouTube’s end-of-year report also shed light on India’s top content creators, whose innovative storytelling captured audiences worldwide. While global powerhouse MrBeast led the charge with 332 million subscribers, homegrown creators like Filmy Suraj Actor (32.5M) and Sujal Thakral (33.5M) proved the power of local content. Others such as Cristiano, Box of Vengeance, and the Stokes Twins further added to the platform’s diverse creator ecosystem. Indian creators made waves on Shorts, with hyperlocal music in languages like Marathi and Garhwali crossing borders to reach global audiences. Priyal Kukreja championed women’s voices, while creators turned memes, cricket moments, and celebrity weddings into engaging, bite-sized stories that resonated deeply with fans. Music continued to play a pivotal role in shaping YouTube trends. Songs like “Kurchi Madathapetti” by Sahithi Chaganti and Sri Krishna, “Jale 2” by Shiva Chaudhary, and “Aaj Ki Raat” by Madhubanti Bagchi and Divya Kumar defined 2024’s soundtrack. On YouTube Shorts, hits such as “Dhana” by Priyanka Meher and Rongpaz and “Tauba Tauba” by Karan Aujla kept audiences grooving. These tracks not only became fan favourites but also helped drive the platform’s engagement, with users creating endless remixes, dance challenges, and covers that extended the lifespan of each hit. One of the most striking trends of 2024 was the rise of active fan participation. Viewers weren’t just consuming content—they were shaping it. From cricket memes and music edits to reactions to celebrity weddings, fans co-created content that amplified the original stories, making them even more impactful.

YouTube unveils year-end trends, here is what India watched in 2024

A public interest litigation (<keyword id="19957723" type="General" weightage="20" keywordseo="PIL" source="keywords">PIL</keyword>) has been filed in the <keyword id="19905533" type="General" weightage="20" keywordseo="Bombay-High-Court" source="keywords" meta.keywordsubtype="org" meta.entityname="Bombay High Court" meta.hostid="261" meta.entityid="Bombay High Court">Bombay High Court</keyword>, urging the establishment of stringent guidelines to curb <keyword id="21811854" type="General" weightage="20" keywordseo="black-marketing" source="keywords">black marketing</keyword> and <keyword id="23311384" type="General" weightage="20" keywordseo="ticket-scalping" source="keywords">ticket scalping</keyword> for major events. The PIL comes in the wake of widespread concerns over alleged irregularities during the online sale of tickets for the British band Coldplay’s upcoming concert in Navi Mumbai, scheduled for January 2025. Filed by advocate Amit Vyas, the PIL highlights the growing menace of ticket scalping and black marketing at large-scale events, including concerts, live shows, and sports matches. The plea calls for a thorough investigation into illegal ticket sales and the manipulation of online ticketing platforms, with specific reference to Coldplay's highly anticipated concert. The plea was mentioned on Monday for urgent hearing before a division bench comprising Chief Justice D. K. Upadhyaya and Justice Amit Borkar. Noting that a police inquiry into the matter was already underway, the court adjourned the hearing to November, after the Diwali vacation. <h2>Allegations of <keyword id="23627270" type="General" weightage="20" keywordseo="ticketing-irregularities" source="keywords">ticketing irregularities</keyword></h2>The PIL specifically alleges foul play during last month’s sale of tickets for Coldplay's concert on the popular online ticketing platform, <keyword id="20215809" type="General" weightage="20" keywordseo="BookMyShow" source="keywords" meta.keywordsubtype="org" meta.entityname="BookMyShow" meta.hostid="261" meta.entityid="BookMyShow">BookMyShow</keyword>. According to the petition, many potential buyers were locked out of the website within minutes of the ticket sales opening, only to discover that the tickets had been sold out. Shortly thereafter, these same tickets appeared on secondary platforms at exorbitant prices, fueling suspicions of deliberate manipulation. Vyas, in his submission, noted that secondary websites were still selling tickets at inflated rates. He argued that this exploitative practice deprived fans of their right to fair access to entertainment, violating the <keyword id="20003683" type="General" weightage="20" keywordseo="consumer-protection" source="keywords">Consumer Protection</keyword> (E-Commerce) Rules, 2020, which mandate fair and non-deceptive practices by e-commerce entities. The PIL underscored that this problem extends beyond the <keyword id="22044624" type="General" weightage="100" keywordseo="Coldplay-concert" source="keywords">Coldplay concert</keyword>, pointing to similar issues during other major events, including the Indian Premier League (IPL) matches, the 2023 Cricket World Cup, and concerts of global artists like <keyword id="19897184" type="General" weightage="20" keywordseo="taylor-swift" source="keywords">Taylor Swift</keyword> and Diljit Dosanjh. In each case, fans were exploited through black market ticket sales, with prices soaring well above their official rates. According to Vyas, there is an urgent need for the government and judicial system to intervene, as ticketing platforms and event organisers are either complicit or failing to regulate secondary market sales effectively. <h2>Call for stricter guidelines</h2>The plea calls for the Bombay High Court to lay down stringent guidelines to prevent the black marketing and touting of event tickets. Vyas has asked for a framework that would ensure transparency and fairness in <keyword id="23627269" type="General" weightage="20" keywordseo="online-ticket-sales" source="keywords">online ticket sales</keyword> and reduce the exploitation of fans. The PIL emphasises that the lack of proper regulations in India’s ticketing sector has allowed platforms like BookMyShow to bypass rules, leaving consumers vulnerable to deceptive practices. It urges the court to consider the Consumer Protection (E-Commerce) Rules, 2020, as the basis for implementing stricter regulatory measures in the ticketing industry. <h2>Ongoing police investigation</h2>Following last month’s irregularities, Vyas lodged a police complaint with the Economic Offences Wing of the Mumbai Police, which is currently conducting an inquiry. The PIL has highlighted the need for a more immediate judicial intervention to prevent further exploitation in upcoming events. As the Coldplay concert approaches, the spotlight remains on the High Court’s response to this plea and whether it will pave the way for reforms that will bring much-needed transparency and accountability to India’s ticketing industry. The court is expected to hear the matter again in November. (With inputs from agencies)

Coldplay concert chaos aftermath: PIL filed in Bombay HC to demand stricter controls over online ticket sales

<ul class="summary-list"><li>Jay Sean rose to fame in the 2000s with hits like "Down" and "Do You Remember."</li><li>He was the first South Asian artist to top the Billboard Hot 100.</li></ul>When British-Indian artist <a target="_blank" href="https://open.spotify.com/artist/4pADjHPWyrlAF0FA7joK2H">Jay Sean</a> first broke into the mainstream music scene two decades ago, he felt he had no choice but to sing in English."It wasn't as alienating as Punjabi coming from a Punjabi on stage," the singer, now 43, told Business Insider. He found subtle, creative ways to express his Indian roots in his music instead. "It would either be a Bollywood sample or it would be Eastern strings, or it would be the Indian flute," he said.The world may not have been ready for Sean to sing in Punjabi, but it was ready to make him a star. By the mid-2000s, he'd become the first South Asian artist to top the Billboard Hot 100, the first South Asian artist to perform on "Top of the Pops," and the first British Asian artist to have simultaneous Top 10 Billboard singles in the US.It would take a bit longer for Punjabi music to find its groove in the West. It was only once Sean saw K-pop go mainstream, Afrobeats being played on the radio, and Pitbull rapping in Spanish that he thought, "Why can't we have our artists who are doing the same?"Now, that's finally happening. Artists like <a target="_blank" href="https://www.instagram.com/diljitdosanjh/?hl=en">Diljit Dosanjh</a> and <a target="_blank" href="https://open.spotify.com/artist/6LEG9Ld1aLImEFEVHdWNSB">AP Dhillon</a> are singing and rapping in Punjabi over Western beats. And they're not just catering to a niche Indian audience — they're filling stadiums from Canada to Germany to Australia with thousands of fans and taking over late-<a target="_blank" href="https://www.youtube.com/watch?v=G0JDN_q6RBE">night stages</a> while proudly busting out Bhangra moves.It's a very different media landscape than the one Sean and people of his generation and ethnicity, like me, grew up in. As a Pakistani who moved to the US in 2002, right after 9/11, people of my background were not exactly celebrated in Hollywood. We were cast as exotic oddities in movie franchises like Indiana Jones, or as comedic fools like Apu in "The Simpsons." The West perceived South Asians as one-dimensional when in reality, we encompass a large geographic region that includes India, Pakistan, Sri Lanka, Bangladesh, Nepal, Bhutan, and Afghanistan."For the longest time, I used to say if you were from another planet, you wouldn't think there's any Indians walking around anywhere," Sean said. "It was very hard to name even two or three South Asian artists in the mainstream music industry."Now, this demographic has grown so much that it will be hard for the music industry to ignore. A 2023 report from <a target="_blank" href="https://luminatedata.com/reports/yearend-music-industry-report/">Luminate</a> shows that India alone saw the biggest year-over-year increase in total annual on-demand music streams of any nation last year. Its 2023 total streams were up by nearly half a trillion plays (+463.7 billion) from 2022. The US, by contrast, saw a year-over-year increase of just 184 billion.<div type="image" title="Jay Sean wears a black bomber jacket sitting net to Veyah, a female singer wearing a teal, black and yellow striped shirt and Converse." height="1600" width="1200" msid="112636845" hostid="261" sizebytes="175430"></div>The internet has helped serve as a great equalizer in helping music go global. When Sean began his career, the way to get discovered was by showcasing your talents to record labels. Now, talent all over the world is emerging through platforms like YouTube and TikTok."You could be in the most remote village somewhere, and if you've got access to the internet and you've uploaded yourself singing — boom, you are out there for the whole world to discover you," Sean said.In fact, one of today's hottest Indian artists, <a target="_blank" href="https://www.instagram.com/diljitdosanjh/?hl=en">Diljit Dosanjh</a>, first broke through in 2020 when he entered Billboard's Social 50 chart, which ranks the most active artists on the world's leading social media platforms. It was his 11th album that finally got him there. In 2023, he became the first Indian artist to perform at Coachella.With the winds of change moving East, Jay Sean wants to find more South Asian artists and promote them. His record label 3AM Entertainment has partnered with Virgin Music Group and Range Media Partners to focus on artists from the South Asian diaspora, regardless of genre. You can see his eyes glow with excitement as he talks about the project."Our first signing is an absolutely phenomenal artist called <a target="_blank" href="https://www.youtube.com/watch?v=xuILunIEi48">Veyah</a>. I saw her on TikTok singing from her kitchen, and I was like, 'I don't know who you are or where you are, but you need to be in a music studio, not in a kitchen with a voice like that.'"Finding new South Asian talent is part of Sean's effort to give back to his community."It really was and has been important for the last 20 years for me to try and push that door down so that our rest of our people can come through," he said. "So I was like, 'Nah, I'm not going to rest until I know that we are good here.'"

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