The first-ever course on Punjabi music is coming to Canada

CBC

8 hours ago

The TMU course will be mostly devoted to the Indian singer and actor Diljit Dosanjh
Students at Toronto Metropolitan University will have the chance to learn more about the growth of Punjabi music next fall.
A new course will mainly focus on Diljit Dosanjh, an Indian singer, actor and film producer who works in Punjabi and Hindi cinema.
He has more than 14 studio albums and 50 songs under his belt, and was the first Punjabi artist to play at Coachella in 2023. Last year, he broke a world record by giving the biggest concert by a Punjabi artist outside India, which was held in Vancouver, with over 55,000 tickets sold. This year, he became the first Punjabi artist to attend the Met Gala.
Charlie Wall-Andrews, assistant professor in creative industries at TMU, says Dosanjh is a perfect case study for understanding the rise of Punjabi music worldwide.
"He elevated the genre and the culture on a global scale. He's truly such a trailblazer for helping Punjabi music rise," said Wall-Andrews.
In the course, students will explore the branding, marketing and touring strategies that led to Dosanjh's success. The course will also delve into the origins of Punjabi music.
"Looking at things like oral traditions, post-colonial legacies, early icons. We'll also look at how music is a form of protest, resistance and how censorship has occurred," said Wall-Andrews.
Embracing a different route to success
Apart from studying Dosanjh's career, the course also aims to highlight the exponential growth of Punjabi music worldwide.
"It's not unusual that universities offer elective courses pertaining to certain superstars. We've seen many schools in the U.S. offer courses on Taylor Swift or Beyoncé," said Wall-Andrews. "Given Canada's diversity, this seemed like a different take on a superstar that isn't from the Western world, per se."
[Dosanjh] hasn't adapted to the industry, the industry has adapted to him. - Mo Ghoneim, Billboard Canada president
Mo Ghoneim, president of Billboard Canada, thinks that by studying Dosanjh, students can learn more about alternative routes to success.
"Diljit has really shifted the centre of gravity without diluting who he is. He built a global fan base rooted in his culture first, and then the West came to him. So, he hasn't adapted to the industry, the industry has adapted to him," said Ghoneim.
Wall-Andrews hopes that students who take the class will learn to embrace their authenticity.
"It should encourage people to tap into their own identity and their own community, because people want to be able to see themselves in the culture," said Wall-Andrews. "It can turn into sustainable business opportunities that have enormous cultural and economic impact."
An accomplishment for the community
Manveer Singh, a fourth-year professional music student at TMU and Punjabi music producer, feels inspired by the announcement of the new course.
"It just feels like a big achievement. Our people are making it," said Singh, who plans to take the course next year if he has the opportunity.
He also agrees with his school's choice to profile Dosanjh.
"Every person that grew up in a Punjabi household knows him. When you think of a Punjabi artist, you think of Diljit Dosanjh. He is one of the greatest artists of all time," said Singh.