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  • Lady Gaga Releases Bollywood Remix of "Born This Way'

    Tue, 12 Apr 2011 13:32:11

    Lady Gaga Releases Bollywood Remix of "Born This Way' - It's part of her strategy in the Indian market

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    • Lady Gaga - LOS ANGELES, CA - NOVEMBER 24: Singer Lady Gaga attends the 2013 American Music Awards at Nokia Theatre L.A. Live on November 24, 2013 in Los Angeles, California.
    • Lady Gaga - LOS ANGELES, CA - NOVEMBER 24: Recording artist Lady Gaga attends the 2013 American Music Awards Powered by Dodge at Nokia Theatre L.A. Live on November 24, 2013 in Los Angeles, California.

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    First, she goes country. Now she's going Bollywood, baby! The always versatile and multi-culti Lady Gaga released a Bollywood-inspired remix of her hit single "Born This Way," produced by top Bollywood producers Salim and Sulaiman, in conjunction with fusion media company Desi Hits. This release marks the beginning of Gaga's strategic foray into the Indian market. The remix, which authentically captures the signature Bollywood sound, delivers an energetic contemporary track featuring a sitar intro, dhol beats and Gaga's vocals. I bet it sounds as kick ass as Gaga's country twang version of "BTW."

    "We collaborated with Indian music producers from across the globe to show our respect and appreciation for our Desi fans and music community. We're looking forward to more Desi collaborations in the near future," said Troy Carter, CEO of Atom Factory, Lady Gaga's management company.

    Salim and Sulaiman, are best known for incorporating western, folk, Hindustani and Sufi influences into their music. The brother duo has won more than 10 industry awards, including an Emmy, and has been sought after by some of the world's top talent.

    Leaving No Desi behind, Lady Gaga will also release an urban-Desi version of the #1 selling track, targeting the UK South Asian (Desi) market. Created and produced by Culture Shock, this version of "Born This Way" fuses Bhangra with elements of Dubstep and features both Lomaticc and Sunny Brown's vocals. Last year Culture Shock produced urban-Desi remixes for Rihanna, Sean Paul, Jay Sean and Alesha Dixon.

    "The debut of these remixed tracks is step one," says Anjula Acharia-Bath CEO of Desi Hits, who is working closely with Gaga's camp on a strategy for the South Asian market. "Gaga has truly fallen in love with India, so we're helping her pursue this audience to authentically connect with both the huge Diaspora and South Asia itself."

    Do you want to check out Gaga's Bollywood remix of "Born This Way?"

    —Amy Sciarretto
    04.12.11




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