“Punjabi Aa Gaye Oye (Punjab has arrived)”.

There’s only one way to start a show if you’re Diljit Dosanjh.

The trailblazing Punjabi artist has had a dizzying rise over the past few years.

He’s been heard across the world thanks to collaborations with Western acts including Sia, Ed Sheeran and rapper Saweetie.

And he cemented his megastar status by becoming the first Punjabi-language singer to perform at US music festival Coachella, following that with an appearance on Jimmy Fallon’s The Tonight Show.

But, as the traditional greeting he uses at the start of each show suggests, wherever he goes in the world, he always brings Punjab with him.

And fans, collaborators and friends say that’s part of the secret to his appeal.

“He’s shown how important it is to keep in touch with your culture,” says Khushi Kaur, a British Punjabi vocalist.

“And in an empowering way, as an artist who is growing,” Khushi, 20, tells BBC Newsbeat.

Khushi, from Nottingham, considers Diljit her main role model and feels his commitment to Punjabi culture explains some of the success.

“He has worked with Western artists, but maintained that cultural aspect,” she says.

“And that is so important because when us as the younger generation look at that, and see what he’s done… it says to us we can be a part of that.

“In our music or the way we dress, it makes us look up and say ‘we can make it’.”

During his appearance on The Tonight Show, Diljit performed in his native language and dressed in traditional Punjabi attire, with a bhangra-filled performance.

One of the songs he performed was G.O.A.T., a track he worked on with British-Asian producer G-Funk.

He says Diljit’s appeal comes from a sense of mystery and curiosity, and doesn’t believe Western audiences would pay as much attention if he sang in English.

“People who are not Punjabi are wondering what he’s saying and what the big fuss is,” he says.

“That’s helped him.”

G-Funk says Diljit also resonates with audiences who share his Punjabi heritage by sticking to his traditions and native language.

He says he messaged the star after his Tonight Show appearance: “Thank you for putting our people on the map.”

“To be representing our people, not shying away from our culture is a big thing,” he says.

US rapper Saweetie told Podcrushed that Diljit was a “respectful and humble” collaborator, and it’s something G-Funk says he’s experienced while working with him for a number of years.

Despite being a successful musician, actor and film producer, G-Funk says the singer is a “normal and down to earth guy”, and one of their first meetings took place over dinner at Nando’s.

“He will address people as ‘Paaji’ [elder brother] even though I’m much younger than him and I haven’t done anything on his level,” says G-Funk.

He is also quick to respond to those lucky enough to have his number.

“He loves his voicenotes and there’s two emojis he likes using.

“Prayer hands and the really smiley face that goes up to your eyes.”

Up-and-coming artist Khushi says staying clear of controversty and the model of modesty Diljit portrays is an inspiration for a young artist like her.

“He has maintained his morals, his ethics and he’s remained humble which is amazing to see.

“I think that’s one thing I definitely keep that no matter how much I do,” she says.

But it’s not just in the music industry itself where Diljit’s impact has been felt.

Siblings Vaibhav and Taniya Happy, who were born in Punjab and grew up listening to Diljit’s early music, say he gives them a slice of home.

Now living in Glasgow, they tell Newsbeat they are “proud” of his journey.

“When he performed at Coachella, that was a proud moment for Punjabis,” says Vaibhav, 20.

“It feels like he’s doing it for us. He was wearing cultural clothes and enjoying himself as a Punjabi, not changing his appearance for other people.”

Taniya, 25, says Diljit has a vibe which is unmatched.

“When you grow up, you can lose a part of your culture as you start adapting to new cultures,” she says.

She feels in an English-speaking country like the UK, “it’s hard for people to speak Punjabi unless they are in their own household”.

“So it’s nice to see people out there singing Diljit, because he sings in Punjabi, and then it feels like your own place.

“It doesn’t feel like you’re in a foreign country,” she says.

Taniya and Vaibhav will be among the thousands watching Diljit perform hits like Lover, Vibe and Lak 28 Kudi Da.

For Vaibhav, it will be his first time seeing him and he says he is “gassed”.

“And I’m going with my family – sister and mum – which makes it even better.

“I grew up listening to him, with my parents and at events.

“Spending time watching him together is going to be even more beautiful,” he says.

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