Meet the CEO: Anjula Acharia-Bath of Desi Hits!
The First iTunes Store for South Asian Music.
What started out as a South Asian music blog, DesiHits.com has recently become the first iTunes store for Desi Music, www.desihits.com/itunes. Catering to upcoming artist such as Jay Sean to more established Bollywood film music, Desi Hits is trying to make finding South Asian artists and purchasing their music an easy, one stop venture. Launched by Anjula Acharia-Bath and her husband, Anjula as CEO is serious about delivering South Asian music to the masses. Born and bred in the UK, this entrepreneur saw a need in the market, and through hard work, harnessed opportunity and venture capital money, Anjula is aggregating music content all up and down the South Asian scene. Catching her between downloads, Bibi sat down with this dynamic woman to find out how this all will work. |
 South Asian music is popular globally, but how did you convince Apple to dedicate a store to it?
Funny story! I was in a restaurant and met the partner of the ex-president of Apple. It was a bizarre situation, but I placed a bet with him and I won. The prize was an introduction to a decision-maker at Apple that supported the launch of the Desi Hits! iTunes storefront, like Starbucks, Hot 97 and Nike. It was the best bet ever.
It's obvious that Desi Hits! caters to the young, hip South Asian music fan, but is there mainstream appeal too?
Yes, we already have a strong following in 67 countries, and receive regular fan mail from non-Desis who particularly like our "Urban Desi Show" (as the music is fusion-oriented) and our world music shows. Our premise was to create cool entertainment for the "with it" Desi, but also to make Desi music palatable for the western audience. It's nice to see that it appeals to South Asians across the globe, as well as the international community.
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In what ways will artists benefit by the new Desi Hits! iTunes store?
In many ways, but most importantly, artists can promote and sell their music through our shows and the Desi Hits! iTunes store to a captive audience, and they don't need a label to do this. Our shows are ranked the number 1 Desi podcast on iTunes, so the artists can gain great exposure. We also welcome R&B, hip-hop, pop and other genres of artists to send us tracks, if our DJs dig it, it will get play on our shows and put into our iTunes store.
Are there any rising music stars that Bibi readers should watch for?
Hell YES! Sona Family is one of the hottest bands out there (very popular in the UK) and they host the "Sona Family Show" on Desihits.com. Jay Sean also has a HOT new album, and I think Ash King will blow up in the mainstream.
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Have you always had a passion for Desi music?
No, as a child I was embarrassed to be Indian, so Indian music didn't figure.
Who was your inspiration for co-founding Desi Hits!?
My husband… it was his idea, and he was the original founder as he saw the opportunity and inspired me to help take it to another level. Also, my parents who told me not to be scared and take a risk!
What personal accomplishments are you most proud of in your lifetime?
Emigrating from the UK and building a business in a foreign land that encompasses everything that I am now most passionate about. I love being in a place where today's Desi can feel proud to say "hell yes, we are cool!"
What are the best things about your job?
Meeting super cool celebrities and determining the vision and direction of the company with my super talented team.
What do you attribute your success as a CEO to?
A willingness to open any door in front of me, and being open to talk to anyone because you never know where it might lead.
What's next for Desi Hits!?
Global domination! We are looking forward to both mainstream and Desi collaborations, and more shows created by our loyal fans and listeners who have real talent and want to be stars!
Songs in Anjula's iPod: Maroon 5, Songs about Jane, www.Desihits.com’s "Urban Desi Show"
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