She may seem a little unhinged at times but Lady Gaga is unsurpassed when it comes to self-promotion. Having acquired an impressively varied western audience with her funky anthems and freaky antics, the newsworthy New Yorker is now looking east, but in a noticeably more stealthy, low-key fashion. Her passage to India begins with a remix.
Gaga is the latest major star to refashion a single specifically for the South Asian, or "desi", audience. The Gujarat-born composers Sulaiman and Salim Merchant have given her huge hit Born This Way a modern Bollywood spin, adding sitar breaks, tumbling dhoºl beats and a traditional Hindi backing vocal, sung by Salim. It's a radical rework that, according to the accompanying press release, kicks off her "strategic foray into the Indian market".
Remixes are hardly a new phenomenon, having helped musicians to infiltrate different types of dance floor for several decades, but using one to take on a whole nation is a little more ambitious. Not that Gaga is unique in this respect. Despite some previous false starts and a lingering concern about the Indian market - more of which later - the likes of Britney Spears, Rihanna and Sean Paul have all "gone desi" recently.
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To do so, they utilised the services of Desi Hits, a San Francisco-based company run by three second-generation Asian Britons.
"I think the world and the labels are waking up to this massive demographic," says the Desi Hits co-founder Anjula Acharia-Bath, who is now firmly embedded in the US music business.
"If you look at south Asians as a whole, we're one-fifth of the world's population and I don't think they've ever thought about creating content with us in mind. They'll do stuff for the Latin market. Or Beyoncé will do a country track because she thinks 'that's a big demographic that I should go and hit'."
Founded by Acharia-Bath and her husband Ranj Bath - a DJ and digital media specialist - and the London-based producer/presenter Arun Sandhu, Desi Hits's music-heavy website quickly gained an enormous following among US-based south Asians. It filled a vital gap "bringing East and West together," says Sandhu, and major record labels soon came calling.
Desi Hits now sources cutting-edge Asian talent to work with western artists, whereas the US industry's previous attempts to woo the Asian market had been somewhat half-hearted. "What we found in the past was that people would take a track and just literally put dora beats on it; there was nothing intelligent," says Sandhu
The few attempts to match artists directly with Indian creative talent also produced unsatisfactory results, as it invariably meant dealing with the dominant Bollywood industry, who had little empathy with the US fan base. As Acharia-Bath explains: "Snoop Dogg did a movie called Singh is King and I don't think it was done very well, I don't think it was something that could be tolerated by his global fan base outside of south Asia. The same thing with Kylie [Minogue]: she did a Bollywood movie and she did a track that, again, she'd want to keep very much in India and wouldn't want it spread outside, because I think people would worry that it would impact on the current fan base, the brand that they've created."
Today's desi remixes are aimed at audiences in India and abroad. There are actually two new India-inspired Lady Gaga tracks: the Merchant brothers' Bollywood-style remix - also popular in the US - and an "urban desi" version, which was produced with the large British-Asian community in mind.
The latter track - which incorporates elements of the edgy British dubstep sound - was remixed by a US-based desi trio. Well-regarded on both sides of the Atlantic, Culture Shock have also crafted a Bollywood-style version of Spears's new single, Till the World Ends, in which the lead vocals are backed by a range of Asian instruments, the dhol, dholki and tumbli.
Not that Spears is following Gaga's lead; she is something of a trendsetter when it comes to desi collaborations. The video for her previous single, Hold it Against Me, featured outfits created by the Mumbai-based designers Falguni and Shane Peacock, while in 2003 her collaboration with Madonna, Me Against the Music, included two bhangra-style remixes.
How active are the artists in these decisions? Well, both Gaga and Spears raved about their recent Bollywood remixes via Twitter, and the latter has favoured a bhangra version of Me Against the World on several tours. Acharia-Bath - who also recalls seeing the Black Eyed Peas perform a full Bollywood routine at a recent gig - reckons that an openness to new sounds and audiences is a recognisable superstar trait.
"When we first started Desi Hits we'd go to the mid-level artists and we would get blocked by the label and the artist management, they'd say they didn't see it," she recalls. "The really big global artists, you don't really have a problem with them, because they just get it. And that's why they are where they are: they've made decisions that allow them to hit bigger demographics, rather being tunnel-visioned about it."
As well as letting Asian producers loose on their singles, sometimes a few rearranged words will also help. "We've done a lot of work with Sean Kingston," says Acharia-Bath. "What we did with him was recreate his track Beautiful Girls, which was a big hit, as Bollywood Girls. [We] built a whole buzz around it, named some Indian actresses, they all talked about being in it and it started getting a lot of press. And now Sean's out there touring."
"The other artist who's selling really well in India is Akon," she continues. "That first tour he did out there, I don't think he even made any money out of it but he did a publicity stunt, jumped into the crowd and made a real name for himself. Everyone knew him and now he's being invited out with Bollywood royalty to celebrate his birthday, he's done a track in Hindi and really invested in that market."
Until recently, it was generally assumed that making money from music was impossible in India, unless you were a seller of illegal bootleg CDs, but the rise of digital downloads has changed perceptions of that market. Acharia-Bath insists that the dominance of bootlegs was chiefly because of distribution issues - official copies were hard to come by - but digital business is booming.
"India is the second largest mobile [phone] market in the world, so embracing digital strategies is going to be the key thing," she says. "But one of the big opportunities for western acts is very much touring. You're seeing more and more artists go out to India and tour."
It pays to put in a little extra. Future Indian concerts by the likes of Spears and Gaga may well be vastly different from their shows back home, as desi versions of their tracks dominate. And as Akon proved, getting up close and personal with your fans also helps.
When taking on the vast Indian market, there are no half measures.
TO A LAND UNKNOWN
Director: Mahdi Fleifel
Starring: Mahmoud Bakri, Aram Sabbah, Mohammad Alsurafa
Rating: 4.5/5
The White Lotus: Season three
Creator: Mike White
Starring: Walton Goggins, Jason Isaacs, Natasha Rothwell
Rating: 4.5/5
COMPANY%20PROFILE
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More from Neighbourhood Watch:
The specs
Engine: Four electric motors, one at each wheel
Power: 579hp
Torque: 859Nm
Transmission: Single-speed automatic
Price: From Dh825,900
On sale: Now
The smuggler
Eldarir had arrived at JFK in January 2020 with three suitcases, containing goods he valued at $300, when he was directed to a search area.
Officers found 41 gold artefacts among the bags, including amulets from a funerary set which prepared the deceased for the afterlife.
Also found was a cartouche of a Ptolemaic king on a relief that was originally part of a royal building or temple.
The largest single group of items found in Eldarir’s cases were 400 shabtis, or figurines.
Khouli conviction
Khouli smuggled items into the US by making false declarations to customs about the country of origin and value of the items.
According to Immigration and Customs Enforcement, he provided “false provenances which stated that [two] Egyptian antiquities were part of a collection assembled by Khouli's father in Israel in the 1960s” when in fact “Khouli acquired the Egyptian antiquities from other dealers”.
He was sentenced to one year of probation, six months of home confinement and 200 hours of community service in 2012 after admitting buying and smuggling Egyptian antiquities, including coffins, funerary boats and limestone figures.
For sale
A number of other items said to come from the collection of Ezeldeen Taha Eldarir are currently or recently for sale.
Their provenance is described in near identical terms as the British Museum shabti: bought from Salahaddin Sirmali, "authenticated and appraised" by Hossen Rashed, then imported to the US in 1948.
- An Egyptian Mummy mask dating from 700BC-30BC, is on offer for £11,807 ($15,275) online by a seller in Mexico
- A coffin lid dating back to 664BC-332BC was offered for sale by a Colorado-based art dealer, with a starting price of $65,000
- A shabti that was on sale through a Chicago-based coin dealer, dating from 1567BC-1085BC, is up for $1,950
Living in...
This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.
The biog
Hobby: Playing piano and drawing patterns
Best book: Awaken the Giant Within by Tony Robbins
Food of choice: Sushi
Favourite colour: Orange
Key facilities
- Olympic-size swimming pool with a split bulkhead for multi-use configurations, including water polo and 50m/25m training lanes
- Premier League-standard football pitch
- 400m Olympic running track
- NBA-spec basketball court with auditorium
- 600-seat auditorium
- Spaces for historical and cultural exploration
- An elevated football field that doubles as a helipad
- Specialist robotics and science laboratories
- AR and VR-enabled learning centres
- Disruption Lab and Research Centre for developing entrepreneurial skills
UAE currency: the story behind the money in your pockets
Dubai Bling season three
Cast: Loujain Adada, Zeina Khoury, Farhana Bodi, Ebraheem Al Samadi, Mona Kattan, and couples Safa & Fahad Siddiqui and DJ Bliss & Danya Mohammed
Rating: 1/5
Three ways to get a gratitude glow
By committing to at least one of these daily, you can bring more gratitude into your life, says Ong.
- During your morning skincare routine, name five things you are thankful for about yourself.
- As you finish your skincare routine, look yourself in the eye and speak an affirmation, such as: “I am grateful for every part of me, including my ability to take care of my skin.”
- In the evening, take some deep breaths, notice how your skin feels, and listen for what your skin is grateful for.
In numbers: PKK’s money network in Europe
Germany: PKK collectors typically bring in $18 million in cash a year – amount has trebled since 2010
Revolutionary tax: Investigators say about $2 million a year raised from ‘tax collection’ around Marseille
Extortion: Gunman convicted in 2023 of demanding $10,000 from Kurdish businessman in Stockholm
Drug trade: PKK income claimed by Turkish anti-drugs force in 2024 to be as high as $500 million a year
Denmark: PKK one of two terrorist groups along with Iranian separatists ASMLA to raise “two-digit million amounts”
Contributions: Hundreds of euros expected from typical Kurdish families and thousands from business owners
TV channel: Kurdish Roj TV accounts frozen and went bankrupt after Denmark fined it more than $1 million over PKK links in 2013
Specs
Engine: 51.5kW electric motor
Range: 400km
Power: 134bhp
Torque: 175Nm
Price: From Dh98,800
Available: Now
Specs
Engine: Electric motor generating 54.2kWh (Cooper SE and Aceman SE), 64.6kW (Countryman All4 SE)
Power: 218hp (Cooper and Aceman), 313hp (Countryman)
Torque: 330Nm (Cooper and Aceman), 494Nm (Countryman)
On sale: Now
Price: From Dh158,000 (Cooper), Dh168,000 (Aceman), Dh190,000 (Countryman)
Real estate tokenisation project
Dubai launched the pilot phase of its real estate tokenisation project last month.
The initiative focuses on converting real estate assets into digital tokens recorded on blockchain technology and helps in streamlining the process of buying, selling and investing, the Dubai Land Department said.
Dubai’s real estate tokenisation market is projected to reach Dh60 billion ($16.33 billion) by 2033, representing 7 per cent of the emirate’s total property transactions, according to the DLD.
COMPANY%20PROFILE%3A
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The specs
Engine: 3.8-litre, twin-turbo V8
Transmission: eight-speed automatic
Power: 582bhp
Torque: 730Nm
Price: Dh649,000
On sale: now
Specs
Engine: Dual-motor all-wheel-drive electric
Range: Up to 610km
Power: 905hp
Torque: 985Nm
Price: From Dh439,000
Available: Now
War
Director: Siddharth Anand
Cast: Hrithik Roshan, Tiger Shroff, Ashutosh Rana, Vaani Kapoor
Rating: Two out of five stars
Paatal Lok season two
Directors: Avinash Arun, Prosit Roy
Stars: Jaideep Ahlawat, Ishwak Singh, Lc Sekhose, Merenla Imsong
Rating: 4.5/5
COMPANY PROFILE
Name: Kumulus Water
Started: 2021
Founders: Iheb Triki and Mohamed Ali Abid
Based: Tunisia
Sector: Water technology
Number of staff: 22
Investment raised: $4 million
Best Academy: Ajax and Benfica
Best Agent: Jorge Mendes
Best Club : Liverpool
Best Coach: Jurgen Klopp (Liverpool)
Best Goalkeeper: Alisson Becker
Best Men’s Player: Cristiano Ronaldo
Best Partnership of the Year Award by SportBusiness: Manchester City and SAP
Best Referee: Stephanie Frappart
Best Revelation Player: Joao Felix (Atletico Madrid and Portugal)
Best Sporting Director: Andrea Berta (Atletico Madrid)
Best Women's Player: Lucy Bronze
Best Young Arab Player: Achraf Hakimi
Kooora – Best Arab Club: Al Hilal (Saudi Arabia)
Kooora – Best Arab Player: Abderrazak Hamdallah (Al-Nassr FC, Saudi Arabia)
Player Career Award: Miralem Pjanic and Ryan Giggs
Dark Souls: Remastered
Developer: From Software (remaster by QLOC)
Publisher: Namco Bandai
Price: Dh199
Fighter profiles
Gabrieli Pessanha (Brazil)
Reigning Abu Dhabi World Pro champion in the 95kg division, virtually unbeatable in her weight class. Known for her pressure game but also dangerous with her back on the mat.
Nathiely de Jesus, 23, (Brazil)
Two-time World Pro champion renowned for her aggressive game. She is tall and most feared by her opponents for both her triangles and arm-bar attacks.
Thamara Ferreira, 24, (Brazil)
Since her brown belt days, Ferreira has been dominating the 70kg, in both the World Pro and the Grand Slams. With a very aggressive game.
Samantha Cook, 32, (Britain)
One of the biggest talents coming out of Europe in recent times. She is known for a highly technical game and bringing her A game to the table as always.
Kendall Reusing, 22, (USA)
Another young gun ready to explode in the big leagues. The Californian resident is a powerhouse in the -95kg division. Her duels with Pessanha have been highlights in the Grand Slams.
Martina Gramenius, 32, (Sweden)
Already a two-time Grand Slam champion in the current season. Gramenius won golds in the 70kg, in both in Moscow and Tokyo, to earn a spot in the inaugural Queen of Mats.
The%20Beekeeper
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SPEC%20SHEET%3A%20SAMSUNG%20GALAXY%20S24%20ULTRA
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EXPATS
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Frida%20
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Sarfira
Director: Sudha Kongara Prasad
Starring: Akshay Kumar, Radhika Madan, Paresh Rawal
Rating: 2/5
The biog
Name: Samar Frost
Born: Abu Dhabi
Hobbies: Singing, music and socialising with friends
Favourite singer: Adele
Company profile
Name: Oulo.com
Founder: Kamal Nazha
Based: Dubai
Founded: 2020
Number of employees: 5
Sector: Technology
Funding: $450,000
Test
Director: S Sashikanth
Cast: Nayanthara, Siddharth, Meera Jasmine, R Madhavan
Star rating: 2/5
Skewed figures
In the village of Mevagissey in southwest England the housing stock has doubled in the last century while the number of residents is half the historic high. The village's Neighbourhood Development Plan states that 26% of homes are holiday retreats. Prices are high, averaging around £300,000, £50,000 more than the Cornish average of £250,000. The local average wage is £15,458.
The specs
Engine: 4.0-litre flat-six
Torque: 450Nm at 6,100rpm
Transmission: 7-speed PDK auto or 6-speed manual
Fuel economy, combined: 13.8L/100km
On sale: Available to order now
NO OTHER LAND
Director: Basel Adra, Yuval Abraham, Rachel Szor, Hamdan Ballal
Stars: Basel Adra, Yuval Abraham
Rating: 3.5/5
Star%20Wars%3A%20Episode%20I%20%E2%80%93%20The%20Phantom%20Menace
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RESULT
Argentina 0 Croatia 3
Croatia: Rebic (53'), Modric (80'), Rakitic (90' 1)
Company%20Profile
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