Frequent club-goers will recall Missy Elliott's hip-hop hit of 2001, Get Your Freak On, that had a byte or two of Bhangra (and a couple of Punjabi lyrics thrown in). Snap! (the German duo who set the dance floor on fire in the '90s) have remixed their classic hit The Power to Bhangra beats in their latest album, The Power of Bhangra. Danish band Outlandish has used a lot of Asian sounds (read Bhangra) in their super-hit album Breads and Barrels of Water that is currently rocking the UK charts.
"Bhangra in the US has just kicked off and it's not as big as it is in the UK. But people are loving it anyway," said UK-based music producer Rishie Rich in a recent media interview. Rich's newly launched album Nachna Tere Naal, a mix of Punjabi and R&B lyrics, topped the UK charts this November. "With falling sales and rampant piracy, the music industry is in a constant state of reinvention," says Channel V creative head Amar Deb. In such a situation, an amalgamation of different cultures has produced a brand-new sound for jaded ears. "India's Bhangra has a bassline that can stir up the dance floor anywhere, so here we are," adds Deb.