DJ Sharad is arguably one of America's most popular South Asian DJs. There are many that exist nationally and have a buzz around them, but none that have the following and steadiness in the scene that DJ Sharad carries. Cocky? Definitely. Arrogant? Yes. Gifted and Talented? Absolutely! I have personally seen him at parties and its a rare site to see the crowds react as enthusiastically and positively to a DJ's performance.

We wanted to bring you this threat on the North American South Asian scene, read on and you'll see why.

Khalid Ilahi: Its been a while since you came out with any CD or anything showcasing your DJ'ing or music, you've been focusing on doing parties only. Why the lapse and why now?
DJ Sharad: Actually I just released a mixtape in the fall of 2003 and then just dropped this new one called the "All-Star Game Spring 2004 Mixtape" this past month with DJ Juicy. So it hasn't been that long. Before the Fall 2003 tape there wasn't a tape since the summer of 2000. I haven't been quiet though. I've constantly been spinning and getting my name out by being on flyers and in different cities every week. I take regular trips to the Caribbean, Texas, Florida, Boston, DC, and Chicago. There's only so much one can do. I was also very involved in the start of All Star Entertainment (asenyc.com) and the South Asian Event Marketing Group that it was tough to put out music and market myself as a DJ who puts out music. Now, though, I am confident in my All Star and EMG partners that I can concentrate on spinning and music a lot more. They also support me to the fullest. I am definitely gonna be putting out a lot more music than ever before. You can count on that. There's so much hot shit, so many artists, so many producers putting out quality work that it's really a lot of fun getting a mixtape together now. The rise of South Asian rappers, South Asian influenced urban music, and the internet have really helped DJs like myself to be able to consistently put out hot mixtapes. People like Rishi Rich, Tigerstyle, and of course the Panjabi Hit Squad from the UK give me and other US DJs motivation to get our music out.

KI: Being a promoter as well as a DJ, how does that benefit or hurt you? There have got to be times when the two interests conflict with one another, no?
DJ Sharad: I don't really think it affects me in a negative way at all. In NY, most of the DJs who are constantly working and spinning every weekend are the DJs who are promoters or down with the promoters. A lot of talented DJs stay home every weekend because there is no promoter pushing them or there are no events for them to spin. If I wasn't my own promoter and manager I would be sitting at home doing nothing every weekend. Also being a promoter, I get to deal with promoters from around the country so over all its a plus. Plus, being in this full time and dedicating my life to it, I obviously have to generate money. DJs get paid a small fraction of what promoters make. I urge all talented DJs to promote themselves and do everything in their power to get more money from the scene. Most of the crowd is coming for the DJs and the music. Of course our conflicts with other promotional teams are not good but that's just part of the business.

"Promoters, other DJs, and the South Asian party crowd knows the deal. It's game over when I step into the booth."

KI: So what else does DJ Sharad like to do besides promoting parties and putting out music? What other interests do you have?
DJ Sharad: Right now to tell you the truth I'm really focused on this entertainment game. If I am not workin' on DJing, entertainment, promotions, or music related stuff, I'm resting. I just merged my entertainment company DJ Sharad, Inc. with one of the biggest American entertainment companies in New York, DJs Unlimited. We do a ton of things from sound and lighting for shows and concerts, events of all types, and anything to do with entertainment. I am usually in the office 5 to 6 days a week dealing with sales, bookings, and my clients. Then on weekends I am usually involved in at least 4 or 5 events between clubs and private gigs. It's hard to maintain a life outside of that when you are so focused. My close friends and family really support it. They know I am taking this game to the next level and support me in every way possible. Sunday nights I watch The Sopranos. Other than that, it's strictly business for me. I don't really have time for anything else at this point.

KI: With so many other DJs and producers making moves out there, what do you think sets yourself apart from them? What is so special about DJ Sharad?
DJ Sharad: There are a lot of DJs and producers making major moves right now, and I give them props to the fullest. I talk to a lot of the DJs and producers around the country and I think we are all on the same page and we are actually now creating a support system for each other. Sharing music, hitting each other off with exclusives, and motivating each other. Before other DJs were looked at as competition, now I am happy to see others blow up if they work hard. In terms of me being different from everyone else, yeah I definitely am. I know right now I am the only guy from NY putting out mixtapes, hopefully more will start and this scene can just erupt. When it comes to live performances, I can confidently say no one is touching me. Straight up! You can call me cocky, call me whatever but I have never come across another South Asian DJ that can rock crowds like me. Promoters, other DJs, and the South Asian party crowd knows the deal. It's game over when I step into the booth. I dare all the haters to step up to the plate. 2004 is the year of the All Star Game.

KI: Where do you see this scene going in the next 2 to 5 years? And more importantly, where do you see yourself in the scheme of things?
DJ Sharad: It's up to us to dictate where the scene is going. Honestly, we are still young and growing as a community. As the community grows, the scene is also doing the same. Hopefully we will follow the UK scene and make a major impact commercially. The party scene is always gonna be up and down but that's just the name of the game. Musically, I think we as a whole have a great deal of talent and just need to get it out there. Five years is a long time and I think that within the next five years South Asians are going to make a stronger impact on the US for sure. I will work to my fullest to be involved in the rise of our people in media and entertainment. A few years ago I felt like a new jack in the scene, today I feel like an O.G. of the South Asian scene. I can guarantee that DJ Sharad will be doing this for a long long time.

KI: Who are some of the artists that you look up to? Or aspire to be like?
DJ Sharad: I look to Jay Z for inspiration. He to me is one of the greatest rappers to ever live. Along with hip hop he is the perfect role model as a business man. He started with nothing, built his music career and eventually became an entrepreneur owning his own record label, clothing company, lounge in New York City, Vodka company and has the hottest chick in the game. I had the opportunity to briefly meet the guy recently and it was great. Probably one of the best moments in my life. The best thing of all is that he keeps it real. He is true to himself, true to his music, and has a strong work ethic. No matter what field you are in, you can look at Jay Z as a role model. I don't really aspire to be like anyone, I just keep true to myself and my priorities.

KI: Out of all the Desi DJs out there, who do you like to work with the most?
DJ Sharad: I can work with anyone. In the last 3 years we teamed up with DND and DJ Karma. When we first started working together it was real hectic because we both wanted to be the prime time DJ, the DJ who plays all the hot shit. Now it's real easy to work with Karma. We play in NY and out of state together and its real easy for us to keep up a vibe and keep the flow going. SASA was a perfect example of that. We just took control and set up a nice vibe from beginning to end. Lil' Jay is also another DJ I like working with. We have been putting him on our big Metronome events and it has been good working with him. I gotta give props to Kumar from POHP, although I have never really spun with him we actually have him spin a lot of our private and down low parties, the industry type of events. He rocks it every time. Working with the All Star DJs is also a pleasure. Old school guys like Spin and Ashis always keep it moving and the newer guys like Teck, Wreck, and Juicy all have raw talent and with the right guidance will become superstars soon. DJ Dynamix is another guy who I worked with a few months back. He is dope and knows his music. I don't really dislike working with anyone, it's all about rocking the crowd.

KI: What are your thoughts on the current Desi scene in North America?
DJ Sharad: Man the Desi scene is dope. In NY it's real fu*ked up but nationwide it's dope. In NY there's so many different things going on. There's those mainstream Desis that come to my parties, these people are into Hip Hop and Reggae. But along with the commercial Desis come the thugs who want to fight - the cats that make the Bhangra circles and roll with 20 dudes to the parties. The fights and lack of class of some party goers make the commercial crowd not want to come anymore. So these people go to "non-indian" parties. The funny thing about these people is that they tell all their Indian friends and make it an Indian party anyway. Funny, isn't it? Then there's the Basement Bhangra crowd, who you'll never see anywhere except at Basement Bhangra. Along with all this, there's the 18 and over scene which has gotten completely saturated with party after party that the crowd is just real tired. We used to do events once a month in the Tri-State. Now, there are like 2 to 3 events a week. The scene is flooded. Nationwide promoters are doing real good things everywhere and keeping their cities on point. DeepKarma, Terrible 2, Crown, POHP, Three Kings, and Chicago Desi Scene are all crews who I constantly work with and they are doing some really really great events. I recently had the opportunity to spin at SASA in Houston and got to really see what's going on around the country. It looks like everyone from everywhere is doing well and keeping the scene alive.

KI: In the rest of the year, what are you going to be doing?
DJ Sharad: More mixtapes, more parties, and a lot of work with upcoming artists, DJs, and producers. I just planned out a new tape titled "South Asian Hip Hop Superstars," which is gonna feature all the South Asian rappers I've been working with including Pramanik, Nivla, Kat Eyez and more. Also, I got the opportunity to headline at Bhangra Blowout this year so DC had a shocking earthquake. Other than that we have a few plans for some shows, concerts, and big parties nationwide. It's a constant day to day grind to maintain your status in this game.

KI: Do you have any final message for DesiClub.com's worldwide readers?
DJ Sharad: Thanks for the constant support and do everything in your power to keep the South Asian scene alive and kickin'. Don't forget to check out my websites - DJSharadInc.com and ASENYC.com. And everyone should look out for IndianParty.com's relaunch soon, once again, giving the scene a jolt.

All EMCee's, Singers, DJs, Producers email DJ Sharad if you want to mingle.

Do you have any thoughts on this? Feel free to send Khalid an e-mail @ Khalid Ilahi.