Google News is fantastic, incredibly efficient, and sociological in that it delivers the most up to date news from virtually every perspective.
I typed in "hip-hop india" (not in quotes in the actual search) and boom.. look what I see.
http://www.boston.com/news/local/articles/2007/08/12/putting_her_spin_on_south_asian_musical_invasion/
Here are some excerpts from The Boston Globe:
"Putting her spin on South Asian musical invasion
College radio show finding 'Desi' fans
College radio show finding 'Desi' fans

By Elizabeth Ross, Globe Correspondent | August 12, 2007
BRIGHTON -- Fueled by a cup of hot chai, Komal Trivedi is blasting out bhangra beats from a claustrophobic basement radio studio at Boston College. The disc jockey likes her music loud, so loud that the bass booming from the two large speakers above her head sounds as if it could burst her eardrums at any moment.
The 31-year-old Brighton resident swivels her petite frame up to the microphone just after 7 a.m., and in a thick Cockney English accent announces: "Yeah, that's right -- you heard it, no excuses. Get up! Get up and out of bed! I've already been awake for a couple of hours, ya know."
Then with a giggle she continues: "Good morning! Welcome! You're listening to 'Bricklane Beats' right here on WZBC, 90.3. My name is Komal, bringing yeeeeeewwww the best of the global South Asian music scene for the next couple of hours. Got any shout-outs, requests, what 'ave ya, do gimme a call, would love to hear from you."
The music Trivedi features on her Thursday morning show is an infectious mix of modern dance beats, and experimental electronic sounds and classical Indian rhythms. Until now, South Asian music in Boston had "been confined to the AM radio international music ghetto," says DJ Brother Cleve, a local musician, producer, Bollywood music fan, and mentor to Trivedi. "Her show is really one of the first local FM shows to feature a wide variety of what's available and what's happening."
Trivedi's broadcasts are helping expand the audience for South Asian -- predominantly Indian -- music in the area. Perhaps more significantly, she and her fellow Desis are also looking at the prospect of exponential growth through the Internet. "Desi," which means "motherland" in many South Asian languages, refers to people of the region and their diaspora.
One fast-growing website is San Francisco-based desihits.com, whose CEO, Anjula Acharia-Bath, is convinced that South Asian music is about to explode into the cultural mainstream, in the same way that Latin music did a few years ago. "Everyone's looking for the next big thing," she says, "and lots of people think that Desi culture is the next big thing."
___________________________
I highly suggest checking out the rest of the article. This project is happening within a half an hour of me, yet I did not know about it until I searched on Google News. This shows the incredible power of online marketing products in shaping amazing cultural phenomena that connect not only different sides of the globe, but different generalizations.







