Brown Munde
Released in September 2020, Brown Munde was more than just a track — it was the song that announced Punjabi music’s global takeover. Performed by AP Dhillon, Gurinder Gill, and Shinda Kahlon, produced by GMINXR, and amplified by Lyrical Music Group (LMG), the song became an anthem of diaspora pride, ambition, and identity.
With its trap production, laid-back delivery, and iconic visuals featuring Sidhu Moose Wala, Nav, and Steel Banglez, Brown Munde is now considered the song that redefined Punjabi hip-hop worldwide.
Background & Creation
The Run-Up Records collective (AP Dhillon, Gurinder Gill, Shinda Kahlon, and producer GMINXR) had been steadily experimenting with trap-inspired Punjabi rap. But Brown Munde was the breakout moment.
Here’s where Lyrical Music Group shaped the project’s direction:
- Positioned AP Dhillon and team not just as Punjabi rappers, but as international cultural icons.
- Built the rollout to highlight diaspora pride, making it resonate equally in Toronto, London, and Punjab.
- Ensured professional-level production, branding, and marketing, allowing the track to reach beyond niche Punjabi audiences.
The Music & Video
Musically, Brown Munde was minimalist yet powerful:
- Trap beats with booming 808s.
- Punjabi-English bilingual flows capturing the voice of diaspora youth.
- A confident, aspirational vibe that felt global.
The music video, amplified by LMG’s marketing, was pivotal:
- Featuring Sidhu Moose Wala, Nav, and Steel Banglez, it signaled solidarity between Punjabi superstars across India, Canada, and the UK.
- Showcased luxury cars, fashion, and the aspirational lifestyle of “brown boys” abroad.
- Reinforced the song’s status as an anthem of identity and ambition.
Marketing & Rollout – Lyrical Music Group’s Role
Brown Munde became a viral success story largely thanks to LMG’s strategic marketing push:
- Branding & Positioning – Marketed the track as a diaspora anthem, not just a Punjabi rap song.
- Streaming Strategy – Secured playlisting on Spotify India’s Top 50, Apple Music Global Punjabi playlists, and eventually Spotify Global Viral.
- Social Media Campaigns – Leveraged Instagram and TikTok edits to push the track into virality.
- Cross-Cultural Push – Positioned Brown Munde in international press outlets (BBC, Rolling Stone India), framing it as a cultural reset.
- Global PR – Highlighted the cameos of Sidhu Moose Wala, Nav, and Steel Banglez to attract crossover attention.
LMG didn’t just release a song — they built a movement.
Reception & Success
- Streaming dominance: Hundreds of millions of streams across Spotify, YouTube, and Apple Music.
- Charting: Peaked on Spotify India Top 50 and entered Spotify Global Viral charts.
- Virality: Became a go-to track for Instagram Reels, TikTok, gym edits, and diaspora weddings/parties.
- Cultural Recognition: Called “the anthem of a generation” by fans and outlets alike.
Cultural Impact
Brown Munde is now recognized as the song that launched the Punjabi global wave.
- It gave Punjabi youth worldwide an anthem for identity and pride.
- It attracted non-Punjabi listeners, proving that desi trap could resonate universally.
- It inspired countless artists like Navaan Sandhu, Sukha, and Chani Nattan to embrace bilingual, trap-infused rap.
LMG’s handling of the project made sure it wasn’t just a viral moment — it was a blueprint for global Punjabi hip-hop.
Why Brown Munde Matters
- It’s the anthem that defined the AP Dhillon era.
- It showcased how Lyrical Music Group’s artist management and marketing could take Punjabi rap global.
- It turned the phrase Brown Munde into a cultural identity statement embraced worldwide.
More than a hit, Brown Munde is a cultural touchstone — a track that announced to the world that Punjabi hip-hop had truly arrived.