In a groundbreaking collaboration, singer-composer Jonita Gandhi, aka Jonita, joined forces with Pakistan’s very own Ali Sethi for a romantic duet, “Love Like That.”
The track, a qawwali-influenced hyper-pop tune, serves as the opening act for Jonita’s forthcoming debut EP under the banner of 91 North Records, an Indo-Canada-focused label jointly created by Warner Music India and Warner Music Canada.
Both Jonita and Ali Sethi seamlessly navigate various pop styles while infusing their distinctive vocal approaches into the track. Produced by Ariza, renowned for his work with global pop stars like Dua Lipa, “Love Like That” boasts a fusion of cultural influences, blending the Qawwali tradition with contemporary pop vibes.
The accompanying music video, directed by filmmaker Priya Minhas and shot in London, encapsulates desi diaspora motifs, revolving around an impending wedding with Jonita taking on the role of the bride. Described as an “aspirational modern-day fairytale” in a press release, the video showcases the richness of Punjabi wedding culture, combining fashion-forward traditional garments with cultural dances that provide viewers with a vibrant and authentic cultural experience.
In a press statement, Jonita expresses her long-standing desire to collaborate with Ali Sethi, acknowledging him as a hitmaker, particularly noted for his 2022 Coke Studio Pakistan hit, “Pasoori,” alongside singer Shae Gill. She describes “Love Like That” as a song that organically poured out of their collaboration, representing more than just music—a journey through cultures, history, and emotion.
Ali Sethi echoes Jonita’s sentiments, commending her as a pioneer in the realm of bold, exciting, and fresh musical endeavors. He emphasizes the significance of building bridges in the contemporary music and pop culture landscape, welcoming and embracing multiple identities.
Jonita’s debut EP, slated for release on February 2nd via 91 North Records, is anticipated to mark her emergence as a boundary-breaking South Asian Pop artist.
