Barely a week after Lady Gaga released a Bollywood version of her track Born This Way, another American pop diva has turned east. This time, it’s Britney Spears, 28, who has come up with a desi remix of her new single, Till the World Ends.
Britney’s record label, the Jive Label Group got Canadian-Punjabi band Culture Shock to remix a Bhangra version of the track, which is part of her latest album, Femme Fatale. The collaboration was facilitated by Canadian music website, desihits.com.
"We wanted to build a greater connection between Britney and the world’s largest audience, which is India," says Mark Flaherty, senior vice president, Jive Label Group.
Desi artists are upbeat about the rising number of Indo-West collaborations. "Indian music is certainly going places, and this trend only proves it further. It is a great thing and proves the mettle of Indian music. Such remixes strengthen the universal appeal of Indian beats," says Sunidhi Chauhan, who recently collaborated with international pop star Enrique Iglesias for his track, Heartbeat.
Composer Sulaiman Merchant, who is remixing Gaga’s song, says, "This trend creates a unique Indian identity for a song. No international star can now think of ignoring a market that of 1.2 billion." Sajid of Bollywood composer duo Sajid-Wajid feels that this only goes to show how obsessed the West is with Indian music. "The West is clearly smitten by us. Moreover, it’s going to make international stars respect Indian artists more," he says.
The Bhangra remix of Till the World Ends includes dholki, dhol and tumbi beats. Culture Shock members Lomaticc, Baba Kahn and Sunny Brown have incorporated Punjabi folk songs like Larra lappa, Pind sunita and Saadi ik gal sun leh in the desi version.
Who did it before Britney
* Lady Gaga collaborated with Salim-Suleiman to add sitar and dhol beats to her hit, Born This Way
* Enrique Iglesias gave a desi spin to Heartbeat with Sunidhi Chauhan
* Akon collaborated with Aadesh Shrivastava for One For The World
* MLTR roped in Shaan for Take Me to Your Heart.