The world is opening up to new music like never before. As the musical landscape in South Asia continues to expand with newer artists, varied genres and diverse sounds catering to audiences with different musical tastes and dialects, two veterans of music Shabz Naqvi and Ty-Ty Smith are the founders behind a new music company DESI TRILL.
What sets DESI TRILL apart from other labels is its endeavour to create a new music genre, one that hasn’t been explored by anyone in the past. The innovative blend of Hip Hop, R&B and the dynamic essence of South Asian (Desi) music will give listeners a genre that’s not only captivating but also transformative. It’s a mindset and a home to the next generation, everyone is invited. Distributed globally by Universal Music Group, DESI TRILL is launched at a time when desi music’s popularity is at its zenith, with millions of die hard fans. All whilst the sound of hip-hop is celebrating over fifty years of influencing culture across the globe. DESI TRILL envisions a future where South Asian artists gain widespread recognition on grand stages, embracing cultural heritage while pushing musical boundaries. As the company tagline states… BROWN IS EVERYWHERE.
Medinaews4u.com caught up with Shabz Naqvi, Co-Founder DESI TRILL
Q. How did the idea of founding DESI TRILL that celebrates South Asian music come about?
I’ve been involved in the music business for 20 years, since I was a teenager. My entry was with my friends, predominantly from a Jamaican heritage and we formed SO SOLID CREW. We felt there wasn’t enough representation of black and brown people and music. We broke boundaries and made history. I used those exact strengths and teaching to empower Desi Music and our people.
Q. DESI TRILL sees itself as not just a label or a genre but a movement and a mindset. Could you elaborate?
This is about representation. We have moved from what used to be Bollywood industry, a mindset our parents led. Today we are the parents, the youth and we are more connected with the world then ever before with technology. We have a mindset here at DESI TRILL which aids the music and the making of a genre which is also including independent artists.
Q. Which are the key growth markets for South Asian music? Is the main TG for DESI TRILL millenials and Gen Z?
The key is everyone as cliche as it sounds. We are creating music that is the soundtrack of our lives today’s. Music and experiences go hand in hand. Gen-Z for sure are super important as they our tomorrow leaders.
Q. Could you talk about the advantage of being part of Universal Music Group? Is their aim to ensure better representation?
We appreciate UMG and their global footprint they have set. Advantage is we are like minded and have a goal to push great music out into our world.
Q. Could you shed light on the business model of DESI TRILL?
Our model is a 360 entertainment ecosystem. We want to empower and aid all Great talents with their vision. We know what it feels like not to be heard.
Q. What role do TV shows like ‘Indian Idol’ play in discovering talent from across the country?
They play vital role of keeping Indian households in tune with where Indian music is heading tomorrow. It’s super great to shed light on unheard talent. At a time when in Bollywood we never really knew who were the talents behind the songs, actors were the lead in every sense.
Q. For artistes to monetise what role do paid platforms like Spotify play?
DSPs have allowed people to earn a living and push their music out to the masses from the living room literally. While some may argue the platforms don’t pay enough for the amount of streams you have to weigh it with reaching not just in land but internationally. It helps aid our vision to be included in the music world.
Q. What kinds of Brown Is Everywhere community activations can one expect in 2025?
More parties and incredible DJ’s playing the music to our lives today!
Q. How important is Bollywood for Desi Trill?
Bollywood is the mantra to DESI TRILL. Bollywood inspired me and started my love for music. Bollywood expressed the synergy of stories and music and deep connection we all have as humans with emotions.
Q. Is AI reshaping the music scene? Should artistes copyright their voice? There is some concern over plagiarism using AI.
We should not be afraid of AI but rather embrace it. Yes there’s rightfully concerns of AI taking musicians IP which should be addressed no question! The internet was once a joke and a threat but it’s done us wonders.
Q. Is developing IPs going to be a focus area?
Super focus on DESI TRILL. As mentioned a “mindset”, with this comes building corners that exist for us to enter and everyone is invited. We want the world to recognise Indian music and culture today.
Q. In terms of marketing activities to create awareness about DESI TRILL will they mainly focus on digital?
We focus on where our people are. Digital is for sure the now. The mobile phone and its capabilities and to the extent we use it – shows how important digital is. We will continue to embrace the today and tomorrow.
