About the Client
Ansh Chahal
Independent Music Artist | Australian-Punjabi
Project Overview
Ansh Chahal is an 18-year-old independent Australian-Punjabi music artist redefining contemporary sound by blending Punjabi cultural identity with Western hip-hop. Rooted in authenticity, humility, and perseverance, Ansh’s music speaks to identity, emotional connection, and cross-cultural storytelling, resonating strongly with Gen-Z audiences across borders.
Completely self-driven, Ansh writes and composes his own music, and with growing international momentum, Ansh approached us to strategically promote his latest music video through editorial coverage, ensuring visibility across credible entertainment and youth-culture platforms while preserving his independent, non-manufactured image.
Client Objective
- Promote Ansh’s new music video through high-visibility editorial features
- Reach youth-centric and entertainment audiences without diluting artistic authenticity
- Position Ansh as a cultural fusion artist, not just a viral or trend-based musician
- Strengthen early-stage credibility across mainstream and digital media platforms
The Challenge
- Standing out in a crowded music and entertainment media landscape, especially as a young independent artist
- Avoiding generic “new artist” coverage and ensuring the story reflected depth, identity, and purpose
- Translating Ansh’s cross-cultural journey and philosophy into compelling editorial narratives
- Ensuring coverage supported the music video launch without feeling promotional or manufactured
Our Strategy & Execution
Editorial Storytelling & Media Placement
We developed a story-first PR strategy, positioning the music video not just as a release but as a reflection of Ansh’s journey, values, and evolving identity.
Our approach included:
- Crafting a narrative around Ansh’s cross-cultural upbringing, artistic evolution, and independent journey
- Highlighting his transition from English rap to Punjabi hip-hop, including his self-taught reconnection with language and roots
- Emphasizing authenticity, humility, and his guiding philosophy: “Man neeva, Mat uchi.”
- Aligning the story with Gen-Z themes of self-belief, emotional honesty, and cultural pride
We then pitched this narrative to well-known entertainment and lifestyle publications that resonate strongly with youth and music audiences, ensuring organic, editorial-driven visibility for the music video.
Media Coverage Secured
These placements helped position Ansh as more than an emerging artist, framing him as a global-minded, independent Gen-Z voice with cultural depth and artistic intent.
The Impact
- Successfully promoted Ansh’s new music video across high-reach entertainment platforms
- Strengthened Ansh’s positioning as an authentic, independent Punjabi-hip-hop artist with global appeal
- Built early-stage credibility across mainstream and digital media, supporting long-term artistic growth
- Reinforced Ansh’s identity as a cultural bridge between Punjabi heritage and Western hip-hop