We knew that the desire for East meets West fusion was out there. So we went full throttle and did something about it!  From Lady GaGa to Jay Sean, we have spent years serving as an outlet for both up-and-coming and established artists to gain exposure worldwide and build their careers. 

Lady GaGa on Desi Hits!

Now we have created the ultimate platform for talent by partnering with Universal Music Group. Together we 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!

The new label will offer artists the foundation needed to further advance their careers. It also will serve the demand for East meets West fusion that has spread throughout the globe. Seeing that there is a desire from the West to embrace Desi culture, and vice versa, CEO of Desi Hits!, Anjula Acharia-Bath, believes the entertainment market provides a "perfect storm" for Indian/ South Asian fusion content:

"Hip Hop had Def Jam as its home to penetrate and cross over to the mainstream. A slew of other labels followed, further propelling this niche genre into the global force that it is today. Just like Hip Hop had Def Jam, Desi music and beats will now have Desi Hits/Universal to call home."

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. 

Jay Sean

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."

Countless artists are also recognizing the powerful impact of Desi culture! From international rapper T.I. and singer Lady GaGa, iconic artists have reached out to the Desi community with interviews on Desihits.com. Britney Spears rocked a Lengha on her 2010 Circus Tour as she performed to the Rishi Rich remix of her track, "Me Against the Music." And Britney isn't the only celeb from the West who loves all things Desi; artists such as Katy Perry, Beyonce and Nicole Scherzinger have also donned Indian inspired dresses at various events.  The buzz about this label has already begun as the renowned publication The New York Times has written an article about it. 

Britney Spears in an Indian outfit on the Circus tour

With the massive interest in East meets West fusion, as well as the great potential of Desi artists worldwide, the Desi Hits/Universal label plans on making history.