"I thought, 'Oh my God, this girl could be a huge global star.' It's something fresh for the world to hear."Ĭhopra is the first, and so far only, act signed to the new label, and her debut album is set for early next year. "Priyanka fits perfectly," says RedOne of her potential appeal. He's certain the record, and every song he plays next, are hits. It caters to pop radio, and Khayat flashes a smile of confidence when the song concludes.
As the track "Relax Me" plays, Chopra's voice fills the room, and then somewhere between flirty lyrics and sexy coos is the surprising beat of Indian tabla drums. He's one of pop's most in-demand producers and aside from Gaga has crafted platinum smashes for Jennifer Lopez, Pitbull, Enrique Iglesias and Nicki Minaj.Īt Chalice, RedOne dials up the volume and starts dancing along to a pounding club beat. To get the listener's attention - and guarantee a hit - Desi Hits! recruited RedOne to guide the project, a no-brainer given the Moroccan-born hit maker's credentials. "That's been tough for us, but this should open up the door for more." "We've seen our beats … culture and a lot of our community influences in Western pop culture, but we've never really had a face that represents us, especially in music," she says. Rahman sparked Bollywood fervor with "Jai Ho."īut even before the film came out, Acharia-Bath co-launched Desi Hits! as an online entertainment and lifestyle hub to promote South Asian entertainers in the global pop music market. and its soundtrack by Indian composer A.R. "It scares the crap out of me," Chopra says and laughs while seated in front of a large control board at Chalice.Īcharia-Bath says she saw an opportunity to break an Indian act after the success of 2008's "Slumdog Millionaire." The film grossed more than $140 million in the U.S. And the machine behind her is working aggressively to ensure it does. If her sound sticks, Chopra's transition from the world of Bollywood to U.S.
It doesn't sound like much, but as acts from Europe and Latin America continue to find crossover success, South Asia has remained largely untapped in the global music market. Their goal: to break an Indian pop act in America. Regardless, Chopra's album will officially launch Desi Hits! Universal, a new label headed by Bollywood music mogul Anjula Acharia-Bath and Jimmy Iovine, the label head behind Gaga, Eminem and Black Eyed Peas. Remember the Indian "crossover" films "Bride & Prejudice" or "Bollywood/Hollywood"? Thought so. But now she has her sights on American pop stardom - an experiment that's as calculated as it is risky. Nadir Khayat), the same guy who catapulted Lady Gaga into superstardom.įor the last decade Priyanka has been a Bollywood celeb. Yet Chopra, 30, is here to listen to her debut album helmed by Grammy Award-winning producer-songwriter RedOne (a.k.a. Her sultry smile, body-hugging dress and towering heels command attention.
Priyanka Chopra looks like a pop star when she struts into Hollywood's Chalice Studios, entourage in tow.
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