P-Pop Culture
Released in September 2024, P-POP CULTURE is Karan Aujla’s boldest project yet — an album that reframes Punjabi music as a global cultural force. With its blend of hip-hop, R&B, Afrobeats, and Punjabi folk elements, it positions Punjabi pop (P-POP) alongside K-POP, Afrobeats, and Latin pop as a dominant global genre.
Behind its success was Lyrical Music Group (LMG), the artist label, management, and marketing team that shaped its rollout. By guiding creative direction, overseeing global distribution, and executing high-level branding, LMG ensured that P-POP CULTURE wasn’t just an album — it became a movement.
Background & Vision
Karan Aujla, already known as Geetan Di Machine, wanted P-POP CULTURE to transcend borders. The project was built as more than music — it was a cultural positioning exercise, framing Punjabi pop as a mainstream global sound.
LMG’s contributions:
- Creative direction – assembling top producers like Yeah Proof, Ikky, and Tru Skool.
- Global strategy – aligning the project with international pop trends while staying authentically Punjabi.
- Branding – coining and promoting the phrase P-POP to place Punjabi music within the global pop ecosystem.
Tracklist Highlights
Key tracks from the album include:
- P-POP CULTURE (Title Track) – A cultural anthem positioning Punjabi pop on the global map.
- Who Cares – An introspective opening cut with hip-hop undertones.
- Champagne Dreams – Smooth R&B-inspired track showcasing Aujla’s versatility.
- Desi Rockstar – A high-energy Punjabi hip-hop anthem.
- International Love (ft. Ikky) – A bilingual crossover that bridges Punjabi and global sounds.
- Baller 2.0 – A nod to Shubh’s viral anthem, reimagined with Aujla’s flair.
Marketing & Rollout – Lyrical Music Group’s Role
LMG’s execution made P-POP CULTURE a global event, not just an album drop:
- Pre-release buzz – teaser campaigns across Instagram and YouTube built anticipation.
- Streaming dominance – ensured top placement on Spotify India’s Top Albums, Apple Music Punjabi playlists, and trending charts in Canada, the UK, and Australia.
- Visual branding – cinematic music videos that reinforced the aspirational, luxury-driven image of P-POP.
- Global positioning – pitched the album to press as the start of a new era, with Rolling Stone India and other outlets framing it as Punjabi music’s cultural rebrand.
- Diaspora focus – targeted Punjabi communities in Toronto, Vancouver, Birmingham, and Melbourne to maximize international buzz.
Reception & Success
- Streaming numbers: Tens of millions of plays within the first week of release.
- Fan acclaim: Widely praised as Karan Aujla’s most experimental and globally polished project.
- Industry impact: Sparked debates on whether P-POP should officially be recognized as a new global genre label.
- Critical praise: Described as “a blueprint for global Punjabi pop” by industry analysts.
Cultural Impact
P-POP CULTURE isn’t just music — it’s branding Punjabi culture for the world.
- It reframed Punjabi music as P-POP, a global export alongside K-POP and Afrobeats.
- Reinforced Aujla’s role as not just a singer-songwriter but a cultural architect.
- Inspired younger artists to embrace cross-genre experiments, knowing LMG’s infrastructure could support such risks.
- Elevated Lyrical Music Group’s status as the go-to label for globalizing Punjabi music.
Why P-POP CULTURE Matters
- It’s Karan Aujla’s most ambitious project, proving his global versatility.
- It positioned Punjabi pop as a mainstream genre, not niche.
- It demonstrated how Lyrical Music Group’s management and marketing can turn an album into a worldwide cultural conversation.
P-POP CULTURE is not just an album — it’s a manifesto for Punjabi music’s future.