Kingston has launched its first ever TV commercial to market its pen drives. The ad has got a funky look with all the music and dance and party but it seriously lacks in any direction whatsoever. The advertisers are mindlessly targeting the youth with the same tricks of gaana-bajaana and Bollywood like dances. They desperately need to differentiate themselves if they are serious about their investments in advertising. Many Indian brands are already doing the same stuff with little or no success. By the way, I was expecting something related with technology and stuff or anything which I could discuss with my mates who are into technology. This is one disappointing attempt but we can understand that Kingston has a very good image in the Indian computer hardware and peripherals market and it just wants to capitalize on that by going for more visibility. I have not seen the commercial on TV yet but it is available on youtube.

I hate when people ask what it is every time i say “i love Asian Underground”. So I was planning to write a blog on this music genre which i simply adore and also make people understand what is it. Wikipedia defines it as a sub genre of electronica but it has made quite a niche for itself in the music scene around the world. Unlike other underground genres it has extended itself quite successfully into the mainstream music scene. Now coming to what exactly is this: It’s a high bit rate music embellished with South Asian or more specifically Indian sounds. If you are listening to something which has bhangra beats amidst all the energy of guitar and synthesizer then it’s probably Asian Underground music. It was actually started by the children of people of South Asian immigrants who moved to England. Asian underground turned into a phenomenon in early 90’s and continued to rock till now. What is really amazing is that people do relate to the artists of this genre but not the genre. A cyber friend with whom I was chatting some time back knew who Bally Sagoo is but didn’t knew what Asian Underground is. May be it’s because of the minuscule amount of publicity it has achieved in India. So for once I decided to make things easy for people who are new to this kind of music. So dude just search about these artists and if possible do get some of their music which I believe you wont regret buying.

Artists like Nitin Sawhney ,Susheela Raman, Dj Cheb i Sabbah,Karsh Kale,Talvin Singh are just fine to start your journey into an all new world of music. And yes, if you guys have seen the movie “The Namesake” then this might interest you that music of the film was composed by Nitin Sawhney. In fact he’s my favorite so he gets the special recommendation while I would like you to see his videos on youtube as well. There’s one video on youtube where Jeff Beck shares the screen space with Nitin. Equally cool is Dj cheb i sabbah who became a musician accidentaly. Karsh Kale had an album with anoushka shankar which is a must buy. The album is called Breathing under water. This is just a light intro of this genre but i promise you i’ll keep bringing about it whenever somebody would ask about asian underground.

The image courtesy amazon.com