In 2012, Pinky Dhaliwal — whose full name is Pushpinder Pal Singh Dhaliwal — started a music label in Chandigarh with a focus on regional talent. That label, MAD4MUSIC, has since become a steady name in the Punjabi and Haryanvi independent music scene. While it may not be part of the mainstream music industry in Mumbai, its presence has been consistent, especially on digital platforms where regional music has found its strongest footing.
MAD4MUSIC has worked closely with artists who have gone on to build successful music careers. Singers like Sunanda Sharma, Ninja, Nachattar Gill, and Jassa Dhillon have all released songs through the label at different points. Some of these releases — including tracks like Duji Vaari Pyaar, Jaani Tera Naa, Teri Pyari Pyari Do Akhiyaan, and Dil — found large audiences online and helped shape the label’s identity.
Most of MAD4MUSIC’s work exists in the digital space. Its YouTube channel continues to release music videos and song promos regularly. While the label doesn’t engage in large-scale marketing or high-profile launches, it has found its audience through steady content and collaborations with artists who are popular in the Punjabi music circuit. Its Instagram account also remains active, mostly used to share artist updates and song teasers.
Official business records suggest the label has operated as a small-scale company and at one point may have faced possible strike-off status. Despite that, its music releases and online activity point to ongoing operations. Much of MAD4MUSIC’s success seems to come not from infrastructure or scale, but from timing, consistency, and its position within the Punjabi-speaking digital audience.
There are no major awards or industry recognitions publicly associated with the label. However, its work has been widely consumed and circulated, particularly among younger listeners in North India and the diaspora. In many ways, MAD4MUSIC reflects the changing nature of independent music in India — less dependent on big studios, and more driven by platforms like YouTube, Instagram, and Spotify.
As regional music continues to grow in reach, labels like MAD4MUSIC are likely to remain important contributors — not necessarily at the front of the industry, but quietly behind the scenes, helping build careers and catalogues one song at a time.
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