Billboard Canada has unveiled its first-ever 40 Under 40 list, spotlighting young executives, innovators and leaders shaping the future of the Canadian music industry—and Shivam Malhotra, Founder & CEO of Malsons Media, has become the first and only Indian to be inducted into the prestigious inaugural edition.
The 2025 list recognises rising visionaries across labels, management, live music, streaming, radio, marketing and culture. Among business partners of global superstars Justin Bieber and The Weeknd, and senior executives from influential worldwide music companies, Malhotra stands out as the only honouree from India, and the only South Asian media leader represented in this landmark list.
According to Billboard, Malhotra has become ‘a central force in taking Punjabi music from Canada to the world’ while driving new intersections between Canadian music, film and technology. As the founder of Malsons Media, he has built a fast-growing multi-vertical entertainment incubator spanning artist management, original content, and strategic investments—empowering creators to grow globally without compromising artistic ownership.
At just 33, Malhotra has played a pivotal role in the meteoric rise of Brampton-based Punjabi hip-hop star Shubh, whose music has crossed 6 billion career streams and generated over 40 billion in digital footprint. Under Malhotra’s strategic direction, Shubh has sold out arenas across North America, Middle East and earned major accolades including: SOCAN Breakthrough Songwriter of the Year (2025) and Jim Beam Hip-Hop Artist of the Year, Canadian Music Week (2023)
Malsons Media has released over 250 songs across Punjabi hip-hop and pop, collaborating with more than 70 artists, including chart-toppers like Jubin Nautiyal and Harshdeep Kaur, and emerging talents such as Gravity, JXGGI, Frappe Ash, and Awee. Multiple Malsons releases have made it to global charts, Billboard charts, and top playlists across major streaming platforms, yielding multiple #1 hits in India and several Top 10 placements worldwide.
Reflecting on his recognition, Malhotra shares, “I’m super grateful for this honour and encouragement. The future isn’t coming—it’s what we’re building right now, and the global Punjabi wave is the blueprint, not the exception. We’re killing the ‘world music’ box; this isn’t ‘world music,’ it’s global pop and hip-hop. Language is no longer a barrier—it’s a superpower. The old, one-sided artist deal is dead. The new model is artist ownership and building real enterprises. We’re creating our own global pipelines from power hubs like India and Canada.”
Billboard notes that through Malsons Media, Malhotra continues to back artists who are shaping Canada’s evolving cultural identity and expanding its global creative footprint. “I’m endlessly inspired by Canada’s artists, collectives and cultural builders. Spotlighting greatness has always been the goal—and Canada has no shortage of it.” he adds.
In addition to the Billboard Canada 40 Under 40 recognition, Malhotra was recently named to the Billboard Global Music Managers Watchlist 2025 (Canada). Previously, he was honoured as one of the ‘Most Influential Personalities’ by Economic Times. Under his leadership, Malsons Media has won accolades including Business Connect’s “Startup of the Year” and Brands Impact’s ‘Best Entertainment & Tech Startup’
A graduate of the University of Southern California, Malhotra previously worked at Snap, Parkes+MacDonald Productions and Universal Films. Beyond entertainment, he actively supports social initiatives aiding senior citizens and stray animals.
Malsons Media is an integrated entertainment incubator operating across artist management, content production, and strategic investment. With a mission to empower creators globally, the company is at the forefront of shaping the next wave of Punjabi hip-hop, pop and cross-cultural music.
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