A Milestone in Indian Music

Introduction: Brit-Asian Musicians have been successful in modifying traditional music to fit the contemporary lifestyle, says Puja Goyal.

Source: Vijay Times, Centrestage- 3.
Copyright © 2005 Puja Goyal

While individuals like Daler Mehndi, and Sonu Nigam were entertaining the Indian audience in truly filmi ishtyle; a revolutionary beat was churning out somewhere in the West; Europe to be precise. It ushered in a new era of musicians who slowly gave Indian Music the much wanted Global Status. We are talking about the Brit- Asian Musicians who have carved a niche in the Music scene.

Brit- Asian Musicians have revolutionised the concept of traditional music, while we in India are trying desperately to find our space in the global market. Picking up from where their parents left off; they have delicately combined old Bhangra hits sung in weddings (known as geet), and functions like Baisakhi; and added a twist to create a new sound that can only belong to them. This sound could effectively pass off as a new genre and milestone in Indian Music.

The first thing one notices about the sound is that it is very different and contemporary; some have redone old songs and combined them with R'n'B, RAP, and Rock. Like, Juggy D, Jay Sean a UK born and bred artist fused Desi rhythms with a credible R&B sensibility to produce a thoroughly authentic sound; Bombay Rockers have mixed urban club tracks and slow jams. The influence of Indian roots has not been compromised for western notes. Juggy D adds that, "We are all brought up on this music from a young age so we are bound to be influenced by it. But living in the UK means we can take all the aspects we like from western music as well and incorporate that into what we do"

The artists have accolades to boast off; they have successfully collaborated with American artists, provided best- selling soundtracks for Indian Movies and been on every hit chart across the world. Jay Sean's single Eyes on you debuted on the charts at number 6, while Stolen was at number 4, not only this, his album Me against Myself has already gone Silver.

Juggy D has made steady progress towards a full-fledged solo career. 2004 saw Juggy establish himself as the first Punjabi artiste when his eponymous debut album entered the UK Top 75 chart. It also reached the Top 20 in the HMV album charts, a remarkable achievement for a young singer operating in a supposedly 'niche' area on an independent label (2point9 records). Juggy D has, since then been featured on tracks by Britney Spears, Ricky Martin, Craig David and Timbaland.

Rishi Rich toured all over India with artistes like Kumar Sanu, Udit Narayan and Kavita Krishnamurti. Rishi Rich has also worked with a number of Asian artistes including Jassi Sidu, Apache Indian, Taz (of Stereo Nation), Bally Jagpal, B21, Veronica, Sonu Nigam, Premi, Don Dee, Mentor, Saagar Malik, PDM and Amar. The lead single from his album Simply Rich; Nahin Jeena, featured ragga MC Don D and Juggy D. Rishi Rich has even worked with international artists like Britney Spears, Ricky Martin, Liberty X, Craig David, Mary J Blige, Westlife, Javine, Fallacy and Estelle. In January 2003, Rishi Rich began 2point9 management and formed the Rishi Rich Project, with the objective of showcasing upcoming talent. Through The Project, R&B singer and rapper Jay Sean was “discovered”. The critically acclaimed debut Rishi Rich Project record Dance With You (Nachna Tere Naal) reached number 12 in the UK charts. Rishi Rich has also produced a track in the film Hum Tum.

Veronica on the other hand won two awards for best female singer at the Asian Pop Media Awards and Movie Awards. Veronica has written for artists like, Misteeq, Harvey from So Solid Crew, Abs, Ayesha, Jay Sean and Devoted. She is featured and written on the Danny K remix Hurt So Bad, performed backing vocals on the De Nada Loving You Anyway remix, performed No Other Guy on Rishi Rich's debut album Simply Rich, and also featured on Turkish single Yana Yana by Hakan.

Bombay Rockers sound Indian, but are a Danish duo who fuse Indian vocals in English tunes. These Bombay Rockers are Thomas Sardorf & Navtej Singh Rehal. Sardorf was a producer who teamed up with Navtej & came up with their Indo-Pop sound, a mix of bhangra (Punjabi folk) & hip-hop. Navtej is a Punjabi Sikh born & raised in Denmark. Their first single, Ari Ari, was the rage in Danish dance clubs, & their latest single, Rock tha Party, was a hit in Europe & the CD has spent 10 weeks at #1 in India.

So, what is it that has clicked for these guys? Is it staying true to the roots? As Rishi Rich puts it… "We are just looking to make music we enjoy and hopefully others will enjoy it as well. I don’t think you can try to focus on different communities; you just have to be true to what you believe in. The response around the world has been phenomenal from lots of different ethic communities, and we are all very proud of that." They have been successful in breaking the staunch traditional barrier in modifying staunch traditional music to fit contemporary lifestyle.

Brit- Asian artists have been the most successful of all artists in India, when it comes to mass- appeal and collaborations. It could be due to their ability in making quality transitions which recreates a Jugalbandi of Western Ingredients with Indian Masala.