Today, the release of Punjabi-language music makes headlines on social media as much as a Hindi movie track would. It’s rare for regional media to generate such a buzz among those who barely speak the language, so this says a lot about the impact of Punjabi stars on mainstream Indian pop-culture. It wouldn’t be wrong to say that Punjabi pop culture isn't niche enough to be described as “regional” anymore.
How the likes of Honey Singh, Guru Randhawa, Gurdas Maan, Badshah, and more exposed people to Punjabi music
We all remember how popular Honey Singh’s songs became after featuring in the soundtrack of the Deepika Padukone-led film Cocktail. Following that, today we see Badshah rap in a mix of Hindi and Punjabi in a song in every second film, be it Sonam Kapoor and Fawad Khan’s Khoobsurat track ‘Abhi Toh Party Shuru Hui Hai’ or Veere Di Wedding’s ‘Tareefan’.