Inspired by the rich tapestries of global music genres, from Jamaican reggae to vibrant Latin rhythms and the pulsating beats of West African Afrobeats, London-based music producer and artiste Shabz Naqvi has embarked on a mission to spotlight South Asian culture, particularly Indian, on a global platform. His vision was more than a personal ambition; it caught the attention and support of Ty Ty Smith, the Roc Nation co-founder, who not only offered his assistance but decided to join Naqvi in this groundbreaking endeavor.
“He has been more than just a colleague; he’s been a mentor to me. He said, ‘I’m not gonna help you. I wanna do this with you’. That moment marked the birth of the label Desi Trill Music. It was incredible to have someone like Ty Ty, with his vast experience and insight, understand and share my passion for celebrating South Asian culture globally,” Naqvi shared during a recent video call from London.
Joining the conversation, the esteemed producer Ty Ty Smith emphasized that Desi Trill transcends being just a label or a genre. “When I look at the world, I don’t see myself as just another record executive. I see opportunities, I see vision, and I see the chance to create something entirely new. We’re not confined by labels or traditional industry structures. We’re entrepreneurs, visionaries, shaping something tangible from our ideas,” he explained.
Desi Trill embodies a fusion of global cultures, encapsulated in its bold slogan, ‘Brown is Everywhere’. This assertion highlights the ubiquitous presence and impact of Desi culture around the world. Smith recounted, “My experience of feeling at home everywhere — from China to Miami, where elements like hip-hop are prevalent — inspired the slogan. The idea is that wherever they go, they carry their identity proudly, just like a flag.” Naqvi likened this to a national flag, symbolizing their presence and heritage no matter where they are.
Growing up in London as a “real Indian kid,” Naqvi’s roots trace back to a small town called Amroha in Uttar Pradesh, India. His father moved to the UK in the 1960s, at the young age of 16, seeking better opportunities. “Like many of our community, he followed his brother, searching for better prospects. During a visit back to India in the mid-60s, he met my mother, they got married, and he brought her to the UK. That marked the beginning of our family’s new chapter in the UK. I consider myself the first generation of my family born in the UK,” he recalled.
Naqvi’s upbringing was steeped in Indian culture. “We always conversed in Hindi at home. Watching Bollywood movies on VHS was my parents’ way of staying connected to their roots, especially before the internet. That Indian culture has always been deeply embedded in me,” he shared.
Smith’s journey, on the other hand, began in the challenging environment of the Marshall Projects in Brooklyn. “It is rough out there, and many people don’t make it out. Fortunately, some of my childhood friends rapped, and we supported each other.
. We came up through that support and eventually created some companies. Through this journey in hip hop and music, I met Shabz almost 20 years ago. For me, it’s simple: everything happened through hip-hop, through music. That connection has been the foundation for my journey,” Smith explained.
Smith and Naqvi share a belief in the unifying power of music, particularly hip-hop, as a force that brings people together. This year, Desi Trill’s slogan ‘Brown is Everywhere’ resonated with the release of tracks like ‘Mumbai Magic’ and Yung Sammy’s ‘Intro’. The talent search is not limited to India but extends across the South Asian diaspora, including Bangladesh, Pakistan, Sri Lanka, and more. “Brown is everywhere,” Naqvi reiterated. “We’re looking for talent from all parts of South Asian culture.”
Adding to this sentiment, Smith highlighted their inclusive approach. “India is the motherland, but we embrace talent from all over South Asia. This ensures that Desi Trill represents the entire South Asian community,” he stated.
Naqvi and Smith’s selection of artists is intuitive rather than based on strict criteria. They believe that artists choose them, drawn to their vision and mindset. “We are lucky for artistes to even want to believe in what we’re doing,” Naqvi remarked.
Desi Trill is also open to collaborating with the Hindi film industry, viewing it as an integral part of South Asian culture. Naqvi and Smith believe that their unique sound can offer new dimensions to Bollywood storytelling through music.
Smith’s first exposure to Bollywood music was a memorable experience, even though he did not grow up with it. “About 20 years ago, Jay-Z and I were in London — we’ve been close since I was 14 — and we heard Panjabi MC on the radio. Despite not understanding the lyrics, we were captivated by the sound. Just like how kids in Russia would go crazy for Michael Jackson without understanding his lyrics, it was the same with us and Panjabi MC. The sound and rhythm are all connected to us on a different level. This exposure stuck with me. It opened my eyes to how diverse music could be appreciated regardless of the language barrier,” he shared.
Smith began correlating this experience with other genres like reggae and Latin music. “Many of my friends are Latin, and I’d jam to their music without understanding the words, but it didn’t matter because the music itself was powerful,” he said. Reflecting on the impact of Panjabi MC, Smith added, “If Panjabi MC’s music had caught on more back then, who knows how big that South Asian influence would be today? I believe we’re coming full circle now. We’re at a point where South Asian sounds are becoming the next big genre. I predict that every major artist globally will adopt this style in the next three to five years.”
Desi Trill is poised to be at the forefront of this musical revolution, celebrating South Asian heritage and influencing the global music landscape with its unique sound and inclusive approach.
