604 Records & EYP Creations Canada Announce Strategic Partnership

Canadian independent entertainment powerhouse 604 Records, and leading Indian multimedia company EYP Creations have announced a new strategic partnership aimed at expanding the global footprint of Indian talent in Canada. Together, they will deliver South Asian talent to Canadian audiences across the country through non-music distribution and IPs. This announcement represents a new chapter in cross-cultural content exchange, built on a foundation of artist trust, global ambition, and a shared vision.

Consumption of South Asian entertainment has seen massive growth within Canada in recent years, leading to an explosion of new media landscapes across the Canadian music industry, including Sirius XM Canada’s new South Asian music and comedy channel ‘SiriusXM Dhamaka.’ This strategic collaboration will kick off with 604 leading special promotional efforts for EYP’s incredible roster of musical artists and spoken word artists.

EYP Creations is one of India’s most prominent entertainment companies, managing over 32 major Punjabi artists and more than 120 labels and artist channels, such as Todh, Gypsy, Ghade Ghade, and Lor Lor, to name a few. EYP Creations was founded in 2014 by Nikhil Dwivedi, along with co-founders Mayuri Gupta and Ankush Dharmani, and has since become a leader in content marketing, artist management, and IP development across India and the diaspora. EYP Canada has also been working on distribution with top Canadian Punjabi artists like Intense, Sultan, and Mad Mix, marking EYP’s expansion across the Canadian market.

604 Records is one of Canada’s most successful, yet truly independent record labels, founded in 2001 by Jonathan Simkin and Nickelback frontman Chad Kroeger. What began almost accidentally has evolved into a powerhouse with a diverse roster including Carly Rae Jepsen, Marianas Trench, Theory of a Deadman, and Dallas Smith. The label has always prioritized artist development and creative freedom over quick returns, allowing talent to grow at a sustainable pace. Embracing the future of streaming and live content, 604 continues to operate on its own terms—creating a collaborative hub for artists and staying resilient no matter where the music industry heads next.