When Sukhbir first created Nachdi, its instrumentation was heavily influenced by Punjabi sounds. This time around, the number that the Punjabi artiste was keen to kick-start his career with two decades ago, has been treated with contemporary tunes. “Initially, we were dependent on music labels, so our hands were tied,” says the singer, when asked about putting the track on the back-burner in 1999. “They said Punjabi Munda was a better song, and since making a track was expensive, we couldn’t [produce] everyone. Now, indie artistes are flourishing, so, I thought this was a good time to bring this out.”

It was around the time that Sukhbir’s Punjabi munda released that Indian audiences had their first brush with Punjabi music, in a commercial set-up. Soon after, elements of rap and English pop were intertwined within the style, making way for artistes like Rishi Rich, and Juggy D, among others. Fast-forward to 2021, and Punjabi music, and its artistes, continue to find favour among the masses. The fact that the genre has managed to retain its prominence in an industry where everything is dispensable, is noteworthy. “Punjabi music is loved because it evolved around the celebration. During the harvest season, Punjabis celebrated [with such music], and hence, it has a feel-good factor associated with it. Even a non-dancer will inevitably move his shoulders when the music is played because it brings about a change in the state of mind.” 

When Sukhbir first created Nachdi, its instrumentation was heavily influenced by Punjabi sounds. This time around, the number that the Punjabi artiste was keen to kick-start his career with two decades ago, has been treated with contemporary tunes. “Initially, we were dependent on music labels, so our hands were tied,” says the singer, when asked about putting the track on the back-burner in 1999. “They said Punjabi munda was a better song, and since making a track was expensive, we couldn’t [produce] everyone. Now, indie artistes are flourishing, so, I thought this was a good time to bring this out.”

It was around the time that Sukhbir’s Punjabi munda released that Indian audiences had their first brush with Punjabi music, in a commercial set-up. Soon after, elements of rap and English pop were intertwined within the style, making way for artistes like Rishi Rich, and Juggy D, among others. Fast-forward to 2021, and Punjabi music, and its artistes, continue to find favour among the masses. The fact that the genre has managed to retain its prominence in an industry where everything is dispensable, is noteworthy. “Punjabi music is loved because it evolved around the celebration. During the harvest season, Punjabis celebrated [with such music], and hence, it has a feel-good factor associated with it. Even a non-dancer will inevitably move his shoulders when the music is played because it brings about a change in the state of mind.” 

A far cry from the era when artistes needed “an army of people” to bring their songs to life, this decade, says Sukhbir, offers a breath of fresh air for independent musicians. “A lot of my contemporaries affiliated with labels don’t earn a lot of revenue from their music. With today’s technology, one can market their own songs. Digital distributors enabled us to learn the methods of promoting music.” 

While he acknowledges that not every musician can be a promising salesman, he asserts that the trait is essential in this era. “There are strategies that have to be employed. I was guided as well, and this was a learning experience. We [took help from] social media influencers. On [social networking platform] Triller, we did a dance challenge along with Baba Jackson. Featuring on the third spot on the platform’s global chart was a pleasant surprise. Musicians must be willing to explore such marketing methods.”

The artiste, who counts young musicians like Guru Randhawa and Diljit Dosanjh among those who influenced him, has a traditional bhangra track in the pipeline. “I am currently working on a mix of my old numbers, and trying to include the vibe of the [Spanish pop group] Gipsy Kings, by including 18 Spanish guitars. I love Spanish music, and enjoy how they use traditional tunes in their [songs].”