If all goes well, thousands of people in San Jose, California, will ring in the New Year dancing to hot and sizzling Bollywood numbers.
Both the San Jose convention centre and the Santa Clara convention centre are hosting Bollywood and bhangra-themed parties for New Year's Eve.
Local DJs and promoters say that the demand for Indian music has exploded; and Bollywood is the height of hip.
"Since Bollywood is so famous now, everyone wants to put Bollywood in their parties," says DJ Salim. "They understand that OK, if they're going to play that music, the party is going to be good," according to Metro Active, a weekly newspaper.
Bollywood-themed parties have become a solid business model for local clubs. The monthly Bollywood Nights party at the Avalon, a local discothèque in San Jose attracts anywhere between 600 and 1,000 people, depending on the guest DJ.
DJ Jivan, who runs a professional DJ service based in Milpitas, says that in the last few years there's been a massive increase in the popularity of South Asian music.
DJ Reika one of the most well known emissaries of bhangra in the US is all set to fire up the New Year's party at the Santa Clara convention centre. Organisers are also throwing in a fashion show to add some extra glamour to the party.
{{/usCountry}}DJ Reika one of the most well known emissaries of bhangra in the US is all set to fire up the New Year's party at the Santa Clara convention centre. Organisers are also throwing in a fashion show to add some extra glamour to the party.
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