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October 04, 2006 @ 9:00 pm
Hip Hop Music Goes “Bollyhood” With New Fusion Record Label
right "The only way hip hop will survive is if it embraces globalization," says Ashlene Nand, CEO of
Bollyhood LLC. “Here at Bollyhood LLC we retain the cultural essences of the product while finding
creative ways to reach the youth. Multicultural marketing is the only way to market because the
audience is now global and therefore multicultural.”
The newly established company also created BOLLYHOOD Records in 2005, and launched BHOOD Vol. 1,
a collaboration of Indian and Urban artists.
The mixtape included Dancehall and hip hop beats
alongside Bollywood-style rhythms, Asian-style hip hop beats and Punjabi drums courtesy of Bhangra
hitmakers RDB (Rhythm Dhol Bass).
“I truly believe people who are buying someone like Chamillionaire’s album will buy ours too. World
music is a billion dollar industry and so is hip hop. The combination of the two? That’s lethal,”
says Nand.
More information is available at Bollyhood Records.
Article tags: Bollywood, Chamillionaire
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Comments
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January 25, 2007 at 3:23 am