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Industry: Music Feature


Is British Asian music "in crisis"?
30th April, 2007

The profile of British Asian music suffered further setback this week with news that both producer Rishi Rich and singer Raghav had been cast out in the wilderness by their management and record companies respectively.

The news comes a year after Jay Sean was dropped by EMI / Relentless after lacklustre sales of his debut album, effectively leaving all the major artists in the British Asian music scene in recent years without a record deal.

Rishi Rich had produced both Jay Sean and punjabi singer Juggy D's albums. He admitted to BBC Asian Network that he had parted company with his management company 2 Point 9 on "amicable" terms and focus on his own progression.

In a statement he said: "It's not going to be the end of my relationship with Billy and Rob (of 2 Point 9) but it's a necessary step for me to take in order to grow and realise some long-held ambitions. I will be setting up my own production company and the process of recording with new Artists and sourcing new talent has already begun."

He added that he was also looking offers from record labels in the UK and abroad.

"I really don't want people to perceive that there's any drama or politics involved here. This happens all the time in the music industry.. things have to constantly keep moving forward and I want everyone to concentrate on the positives. This is the next move in the careers of both parties, Rishi Rich and 2 Point 9."

In a surprising coincidence the singer Raghav is said to be in the same boat when a report in Eastern Eye newspaper last week described his career "in crisis" after being dropped by the label V2 Records.

But Raghav's manager Nyrone Persaud accused the tabloid as "sending out the wrong signal" and being unclear about the singer's situation.

"I wish they wouldn't write things in such a shocking way," he said, adding that the real story was a lot less sensational. "Artists sometimes move labels because it may not be the way to go forward with your career. You make the move so your work can progress."

Although Raghav's music was released through V2 records, the artist never had a direct relationship with the label he explained. Raghav was signed to the label A&R which in turn had negotiated the deal with V2 Records. His contract with A&R expired in December 2005 and the V2 deal expired soon after.

"V2 are a medium sized label, they are not a huge record label," Nyrone told AIM magazine. "They specialise more indie-rock acts. ...They don't specialise in the pop / urban market," adding that the parting of ways was completely amicable.

He said the decision had nothing to do with a drop in support for Asian artists, as the Eastern Eye article implied, since Raghav never promoted himself only as an Asian artist. "Whether you're an Asian artist or not, the market will support good music. And he just needed some time to record good music."

Raghav's manager admitted being in discussion with various labels to take his career forward, adding that the growth of download services increasingly made that option less important. His manager said the singer was planning to release in the next six to eight weeks through a download service such as iTunes to test the market.

Raghav released his debut album, Storyteller, and his last single in 2005.

Did the two developments signal the further decline of the British Asian music scene, or merely a normal shake-out of relationships?

Radio 1 DJ Nihal told AIM magazine that Rishi Rich's move was a long time in coming. "I think Rishi has been restless for a while and there have been rumours of either a semi permanent switch to the US or India. If he is going to make that leap into the unknown then he probably wants it to be a clean break."

He added: "It's a brave thing to do but true artists do want to work outside their comfort zone and challenge norms as well as be challenged. He's a brave man and is smart and talented enough to know exactly what he is doing. Spend a few hours looking at MTV India and you will know that India is his for the taking."

Music journalist Rahul Verma said broader trends may be playing out. "It seems we might be witnessing the downside of creating and championing a sound and scene (British Asian music or Desi sounds) that is defined by ethnicity."

"You can't be a successful pop star in today's day and age without concerted marketing and if all your marketing, radio and TV play is focused on an Asian market is it any surprise that non-Asians don't buy and aren't interested in your music?"




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