Dj Sanj, does this man really need an introduction? Hailing from the EnvyRoma camp and with a whole host of breathtaking albums under his belt such as Hype, AMW series & Pure Hip Hop series, Chakdey.Com gets down n dirty with North America’s best!
Straight in at the deep end. You have taken everyone by surprise as unexpectedly "Asian RnB" has been heralded a success. How did the plan of producing an album of this genre develop?
Well, I wanted to take a different approach with my music and wanted to produce something that people wouldn't expect from me. While I was in New York, I met a few hip-hop rappers and producers who had the opinion that Asian hip-hop and R&B wasn't up to their standard and that it would be a long time coming before it ever would be.
This was another reason why I decided to work on this project, my aim was to make something that was credible and up to a “commercial" standard. I wanted people to be surprised when they found out that the tracks were produced by some "Asian guy". The fact that the album is a success, is great news for me and everyone who was apart of it.
Do you feel you have what it takes to enter mainstream UK/US music as the beats and vocals on the Asian R&B seem perfect for this arena?
"The proof is in the pudding", the album Asian RnB is in the process of being licensed to 37 different countries, has received rave reviews from the hip-hop community in the USA as well as the Asian press and media in the UK. I have also given beats to rappers Camron, Method Man, Juelz Santana and I am working with Rob Base on his come back album. So to answer your question, it’s a yes.
How difficult was it linking up with big name artists like David Banner, Dj Luck & Mc Neat?
It was much easier than I thought, while I was in New York, I met a lot of Industry people and had an opportunity to showcase my music and beats. The people that jumped on the album did so cause they liked what they heard and wanted to be apart of it. It wasn't about the $$$$. The track with Luck and Neat was recorded a few years back; we linked up at a party and just hit it off. A week later they were in the studio with me, bouncing around ideas. I feel, as long as you produce quality and you believe in what you are trying to accomplish there are still people out there that will appreciate it.
A weird concept, but what is it with the Sanj/J-Nas alter ego? You don't suffer from multiple personality disorder by any chance?
No not at all. After the success of Das Ja, I felt that "Sanj" was only known for producing Bhangra, and I wanted a fresh start when it came time to doing different things "musically". Hence, J-Nas was born. J-Nas represents the more mainstream English stuff I am currently working on. As a producer it is always very important to keep challenging yourself and not get to comfortable with what you already know you can do well.
You have unveiled a few new artists such as Karamel, Deep & Kamla Punjabi. Where did you dig them up from and are their anymore hidden gems in the EnvyRoma camp?
Well, I met Karamel through a contest I did while I was presenting on the BBC Asian Network, Deep and KP I met through some mutual friends. As for finding new and talented people, I am always on the look out. One person to watch out for is a young talent from New York named Shayn who appears on Amw 4.
What are your views on the 3 artists named above and will you be working with them in the future?
I am currently working with Karamel on her debut album and Deep and KP who feature heavily on Lil Sach and Kal-M's album AMW 4. I have always promoted the concept of team work and I myself am only as good as my team. Having producers like Kal-M and Lil Sach, is a great help as it gives us the ability to work better with more ideas floating around the camp. This in turn helps us to work with and develop loads of new and talented singers and rappers.
Now to the much discussed topic of sampling. Previously you were questioned by the BPI. What went on behind the scenes?
Not as much as people were thinking the BPI simply fined us. We paid the fine and that was it, it was Kind of like getting a parking ticket, LOL. I was amazed that the media and press turned the whole situation into a circus. I chose to stay quiet while the woopla was going on because I didn't want to be in the middle of something that wasn't that big a deal to start off with. As for sampling, I still support it. No matter what kind of success I achieve in this business I will never forget the background I came from and the people who supported my kind of music.
You seemed to have evolved since that incident. I am particularly impressed with the "Tenu Bulondee" sample of your own work, which you used in "Boyz in Da Hood". What was your reaction when you first heard the track?
I think the track is hype, I was with Kal-M and we both came up with the idea of using one of our hit records again but as a sample. When I heard the Punjabi Mundey vocals, I thought this would be perfect for it. I am glad that Bhangra fans and non-Bhangra fans love the track. I feel the whole sound and vibe of the record is something new and different in the Desi genre.
You are also releasing the last installment of "AMW 4". Why is this going to be the end of the road for EnvyRoma's most successful release?
After doing AMW 3 I felt it was "Time to Move on". So I gave the honours to Kal-M and Lil Sach. I feel they have done a great job on the album and I am confident that the AMW series will go out with a Bang.
You have produced a single remix of the tune "Boli Pani". It has been an instant hit with a great beat and superb vocals, but why has your input been minimal on the album?
For the most part, I have let Lil Sach and Kal-M run the album the way they want. We all give our opinions and input for each others work, but I felt that this was one project that they were plenty capable of handling themselves.
Will we be hearing from international comedian "Mr. Hollywood Harv" on "AMW 4"? Where does he get his jokes from, those skits are hilarious!
Harv is a long time friend of mine who is the "funny guy" at our house parties. He is not on AMW 4 only because we are working on his debut album which will be something totally different and funny, just like him.
Do you have any video’s planned for “AMW 4” or “Asian RnB”?
We have plenty of videos coming out in the coming months. For "Asian RnB”, we have just finished the video for the song "My Boo" and it’s featured on my Myspace at this very moment. We are also in the planning stages for the video "Deep Love" which will be shot in India. As for amw 4 there are 2 videos, one for "Boli Pani" which will feature Bhangra teams from North America and one for the song "Man on Fire" which features Deep and KP.
This is a personal question on my behalf. I believe that Asian RnB had some brilliant beats in the background, have you ever thought of having an album just for instrumentals?
It’s a great idea which I may explore in the future, thanks for the tip!
On a similar topic, do you pay attention to internet DJ’s who mix tracks by artists such as yourself, as some produce hits better than originals?
In all honesty I haven't really paid attention to a lot of bootleg mixes of my stuff. The stuff I do get a chance to listen to are usually emailed directly to me.
Swiftly moving on to the next big girl band Rouge. What has been your input on their debut album?
Well I have produced 4 tracks on the album which is out now. Fool for her Love, Hush, Something about U and I Like it When U.
Some critics have been quick to jump to conclusions that rouge aren't good enough and are 1 hit wonders. What are your views on the group's success?
The album is out now, so you can make up your mind for yourself.
I have recently noticed that EnvyRoma has branched out to Mona records & Latti entertainment. Was this decision purely for business reasons?
Any Music Company that is successful and doing well will expand and branch out into different markets and brands, jut like a Universal or Warner Bros. It’s as simple as that.
You have also launched envy magazine (viewable on Envyroma.com) which accompanied your latest album. Another great concept, where can it be purchased?
I think the magazine is a great idea and is available in every copy of the J-Nas Album! It gives the music buyer more value for money, and the music buyer also receives an informative magazine about the urban Asian scene.
What does the future hold for Dj Sanj & his partner in crime J-Nas?
Well I have loads of projects in the pipeline, one of which is an album called bollywoodpunk.com which will co-inside with a clothing label I am working with called Bollywood punk. For the rest of them, stay tuned to CHAKDEY.COM FOR THE DETAILS!
There was also talk of a project titled “American Desi”, could you fill us in on this idea?
Well, I know a lot of people are waiting or have stopped waiting for the album but I promise to start working on it as soon as I finish my next album bollywoodpunk.com.
American Desi will be an all out Desi album for those true Desi heads. It will be an album full of songs like "Apna Punjab" and "Balle Balle Hogayi Mitro". It will be worth the wait.
Do you have any performances planned at gigs & melas around the world?
My tour schedule has been hectic, this week I am off to New York for the Bollywood fashion awards, and as soon as I get back I am off to Dubai and then a show in Houston, Texas. I really need my own private jet!
Any final words for the Chakdey.Com faithful?
Peace! Check out my website’s djsanj.com & j-nas.com. If you’re on Myspace make sure you add me on www.myspace.com/jnasworld. Keep it real and big up Chakdey.com for this opportunity! |
