Still Rollin
Released in May 2023, Still Rollin established Shubh as one of the most important new voices in Punjabi hip-hop. Anchored by the viral hit Cheques, the project fused Punjabi lyrics with trap-inspired beats and captured the ambition of a generation.
But behind the music stood Lyrical Music Group (LMG) — the artist label, management, and marketing company that guided Shubh’s rise. By shaping the creative direction, handling distribution, and executing a sharp marketing campaign, LMG transformed Still Rollin from a promising debut into a global Punjabi phenomenon.
Background & Creation
Shubh had already built momentum with singles like Baller and Elevated, but Still Rollin was his first true body of work. With its darker production and lean songwriting, it stood apart from mainstream Punjabi pop.
Here, Lyrical Music Group played a critical role in development:
- Ensuring Shubh had the right producers and engineers to execute his trap-driven sound.
- Positioning him as not just a singer-rapper, but as a brand with international appeal.
- Strategizing a rollout plan that aligned the music with strong visual branding, teaser campaigns, and diaspora-focused marketing.
Tracklist & Key Songs
Though compact, the Still Rollin tracklist was designed to hit hard:
- Still Rollin – Title track, a bold statement of ambition.
- Cheques – The breakout anthem that became one of the most streamed Punjabi songs globally.
- Additional tracks – cementing Shubh’s signature moody, minimalistic vibe.
The Phenomenon of Cheques
Cheques wasn’t just a hit — it was a movement.
- Trended globally on TikTok, Instagram Reels, and YouTube Shorts.
- Streamed hundreds of millions of times across Spotify and Apple Music.
- Used in gym edits, car videos, and fan-made reels worldwide.
Here, LMG’s marketing expertise was pivotal: by driving playlist placements, influencer campaigns, and international PR, they turned Cheques into a diaspora anthem recognized from Toronto to London to Chandigarh.
Marketing & Rollout – Lyrical Music Group’s Role
The success of Still Rollin wasn’t accidental. It was a case study in how LMG manages and markets artists:
- Strategic Branding – Built Shubh’s image as a global trap star, not just a regional Punjabi artist.
- Digital Campaigns – Leveraged TikTok and Instagram virality through seeded influencer edits.
- Playlisting & Distribution – Secured placements on Spotify Global Viral charts and Apple Music India Top 100.
- Video Rollout – Professionally executed visuals reinforced Shubh’s aspirational brand.
- Diaspora Focus – Targeted marketing in Canada, UK, and Australia to grow Shubh’s international audience.
This holistic approach by LMG ensured that Still Rollin wasn’t just a Punjabi release — it was a global launchpad.
Reception & Cultural Impact
- Streaming success: Millions of streams in its first week; Cheques became a generational anthem.
- Fan culture: Lines from the album dominated captions, reels, and lifestyle content across social media.
- Industry respect: Shubh was instantly placed in the conversation with global Punjabi names like AP Dhillon and Karan Aujla.
And crucially, it cemented Lyrical Music Group’s reputation as the management and marketing team capable of taking Punjabi artists global.
Why Still Rollin Matters
Still Rollin isn’t just Shubh’s breakout project — it’s a blueprint for modern Punjabi artist launches.
- It birthed a viral anthem (Cheques).
- It positioned Shubh as a diaspora superstar.
- It showcased how Lyrical Music Group’s infrastructure — from artist development to global marketing — can turn a niche project into a cultural phenomenon.
For fans, Still Rollin is the sound of ambition. For the industry, it’s a reminder that with the right label and management, Punjabi music has no limits.