From music composer A.R. Rahman getting recognized at the Grammy Awards, to the massive success of artists such as Jay Sean and M.I.A, as well as famous Bollywood tracks from international superstars like Kylie Minogue, Usher and Akon, there is no denying that East/West fusion can produce melodious beats loved by both Hollywood and Bollywood audiences.
And the popularity of the East meeting the West seems to be happening every day. Madonna, the Black Eyed Peas and Jay-Z have all produced Desi influenced tracks that have been appreciated by the mainstream market in the West. Rihanna released a Desi fusion remix of her hit track, “Rude Boy,” while Sean Paul did the same for his song, “So Fine.”
There’s massive interest in East meets West fusion, as well as the great potential of Desi artists worldwide.
Together Desi Hits! and Universal Music are launching the first, international, bi-cultural music label with an exclusive focus on signing new and existing South Asian talent with the potential to become global crossover sensations! Jay Sean paved the way for South Asian artists and this will open more doors for Desi talent!