I remember back in the late 80s when Bhangra first broke out in the UK Asian party scene. Club nights were limited to monthly jams at the "Le Palais" niteclub or daytimers up central. Southall was the only place to experience the true vibe, grabbing CDs from the street stalls and simultaneously blasting the beat on the street. DJing Bhangra soon became an epidemic and the sound spread to regular nights all across the UK. Punjabi MC then drove the Knightrider bass line and Bhangra into the mainstream. But now we are witnessing a guy who has just leaped out of West London together with the Rishi Rich Project to carry Punjabi sounds to far corners of the globe. Bhangra is no longer an alien sound but a wanted one and now - "its available in all good record stores" as the cliché goes. This week we are gonna see the first ever fully fleshed Bhangra album sign-in at HMV mainstream music stores in the UK, and whose behind it?

Kitted up in his athletic gear and an accessorised image with everything Southall funk, Juggy D has achieved much more than meets the eye. In control of his Punjabi vocal talent, he has the ability to inject lyrics to the demands of International artists. He's not the one seeking opportunities, they are coming to him. His new album is set to wipe away any critics who relate his success only to his crossover fusion of Bhangra. Already getting massive airplay, video blasts on B4U, Channel U and becoming club anthems globally, this guy's true DESI HARDCORENESS is about to be revealed. Only two years on the scene... yes in only 2 years, his infiltration is what even the Bhangra giants could have never envisioned. Speaking to Juggy D I realised that he is not phased out by success, taking things step by step and set to spread the Punjabi invasion.

Anil Sachdev: This is probably the busiest point in your life so major respects for sittin' down with DesiClub.com, your album's out and you've just hit North America and Australia within the space of the last few weeks. How does it feel to be on the move and see such a wide fan base all around the globe, you must be charged right?
Juggy D: I've been to Canada on family holidays loads of times but never done any shows there and was really excited about it all.

The US and Canada really looks up to artists from the UK. DJs and clubs pick out whatever's happening on streets of the UK. They play whatever's live over here. It's all happening in the UK with any artist and I'm privileged.

AS: Growing up in Southall, I know there were so many guys coming out as DJs and wannabe artists trying to get their edge in the Bhangra industry. Did you have a vision that it would happen to you or did it all just happen? What were the major obstacles in getting accepted or didn't you have many?
JD: No it wasn't easy, I know I'm 23 right now, but it's taken a long time to get to where I am!

AS: How influential has growing up in Southall been to your music career and do you still chillout there now?
JD: Now it does get a bit hectic when I'm in Southall, so I just go there when I need to. Even though I didn't have a massive circle of friends the true ones come out after a while.

AS: Let's take it back then... how did it all happen for you?
JD: Well, since an early age I've always been into music. I used to perform at weddings and local charity events, basically anywhere I could. Then, there was a talent competition in my high school (Villiers High Southall), which I had entered. Channi from the Bhangra group Alaap was one of the judges and was impressed with my performance. His daughther Mona was also at school with me and also in the competition. Channi told her afterwards - "hey we can do something with this guy, he seems real serious about his work." - Then it just happened man, I started doing some backing vocals for his tracks and it all kicked off.

AS: Nice... what kind of people did you use to hang with at college and how did you chill out, did you go to Bhangra gigs?
JD: I used to always hang out with a group of musicians and had a kinda band - chilling out... we used to meet up every Friday in the Red Lion Pub in Southall and do rehearsals, just practicing our thing.

AS: Wow, it all started at the Red Lion (A small drinking joint at the outskirts of Southall), I could never have imagined.
JD: Yeah, my friends and me used to take live requests from the local people. I used to sing known Punjabi tracks and practice my stuff with the live Dhol. If I didn't know a requested track I would go home, learn it and perform to the audience the following week. Doing it by myself at home wasn't the same thing, I wanted to get out and get feedback, and that's what I got. The response was great; you can even go now and ask the Pub landlord, he was so happy with me!

"Until age 16, I was only allowed to speak Punjabi at home and no English."

AS: I bet... so what happened to this group of musicians then, you didn't go on to do something together?
JD: As it happened, we all split up and went our different ways to university. I went off to Uni and had a great Uni life but I still had the urge to get back to my music and it's where my mind was. Mona is doing really well for herself now having launched a solo career as a Bhangra artist as is Dips from Dhol entertainment.

AS: Richi Rich. How did you meet this guy and what were your initial impressions?
JD: In the summer of 2002, yeah only two years back! It all happened. I had never heard of Rishi before. He was working on his album "Simply Rich," and he had heard about me, so I went down and we collaborated on "Nahin Jeena." It did really well staying at top of the Bhangra charts.

AS: Jay was number three to join the gang. Previously, you've never worked with a RnB vocalist, so how did you see his arrival and did you connect immediately or did it take time? And now that there were three of you, how did you decide what you were gonna call yourselves?
JD: Simple - Rishi's next project was working with me and Jay Sean. Rishi was the producer, it was his project. So we became the Rishi Rich Project.

AS: And that first project was "Dance With You." How did this track come about and did you co-write the lyrics for it with Jay Sean?
JD: We wanted to show that we are solo performers as well as working together. Dance With You featured myself with Jay Sean and we had a mixture of English and Punjabi lyrics that most guys could relate to. We never expected it to hit number 12 on the UK charts.

PUNJABI VOCALIST

AS: Most of us edge in words of English in our mixed lingo, for someone that's been born and bred in the UK, your Punjabi is smooth, crisp and authentically fluent. Did you pick it up all yourself, take lessons or what?
JD: I came from a very traditional Punjabi background and my parents taught me Punjabi. When I used to make even slight mistakes they used to keep correcting me till I said it right. Until age 16, I was only allowed to speak Punjabi at home and no English at all with my parents. They were not strict but it made sense for me to know the language since we used to go back home to India. So that's how it worked out, they would correct me and tell me the meaning of anything I didn't know till I got it right. I've always been inspired by Gurdass Maan and his lyrics, he's just my idol.

AS: And what's the reaction like back home?
JD: Back in Punjab, my family's always playin' my tunes to the local people!

AS: You've done crossovers with Craig David, Ricky Martin, Missy Elliot, Mary J, Britney, Timbaland and Lamaya. Were there any personal meetings?
JD: After we did "Rise and Fall" with Craig David he loved it so much that he came back, and wanted a bit more than just a Bhangra influence. So he dropped into our studio and I spent 4 to 5 hours in the studio teaching Craig David Punjabi. This time he wanted an active role and it's sure worked. There was also the time when we went late night Bhangra CD shopping with Timbaland in Southall... it was kept real discreet after the shop had closed. So yeah, personal meetings for sure.

AS: Dude, you sure do make tracks... Bollywood also came your way and you went there way to shoot a video.
JD: Yeah I never expected this... this came straight back from the movie "Boom." I know the film was a proper flop but its music stayed and that's what kept the movie alive. When Yash Raj approached us we were really taken back, I mean he's like the biggest producer out there. He liked what Rishi had done with "Dance With You" and wanted a similar feel. So we were given the plot and had to come up with the lyrics. U'n'I... Mere Dil Vich... it went.

AS: Having represented at the UK's Glastonbury Music Festival & Outdoor Melas, you've hit Dubai and now North America and Australia. What has been your best experience performing and have you had any weird fans?
JD: Glastonbury was amazing; it's the first time that we've had an Asian stage at this major UK festival, getting our sounds out there to everyone. And no real weird fans mate.

AS: I've seen you live on stage many times, doing your piece with Jay Sean and Rishi. Dude, the intros you guys have for each other are awesome. I mean... with Jay Sean instructing the crowds "I say Juggy... you say D" and the crowds simply erupting and chanting the letter D D D, it seems like there is some major connection within you guys that just hypnotizes the crowds. Am I right in saying that you get on well with each other?
JD: For real man, as a group we really gel together. Me, Jay, Rishi and Rob and Billy at 2 Point 9. All of us get along great.

AS: Out of the trio, you seem to move about the stage the most, explain this...
JD: (laughs) Ever since I was a kid, I've always been a performer and its just taken on from that. I'm comfortable when I'm on stage. What you see on stage is the real Juggy D, when I'm up there I express myself through my music and moves - its all built up inside me and I let it all out. I'm a very creative guy and this comes out in what I do both through my lyrics and dance.

AS: Cool... let's talk about your album, was it easy making your first one and what obstacles did you face?
JD: Its taken time to get this album out, I did hope to get it out at the beginning of the year. A lot of artists use the decoders when recording an album but I like it to sound natural. A lot of the voices in Bhangra music today are electronically recorded to get it to sound perfect. To me it doesn't sound the same as raw original sounds. I know I am not perfect and won't get it right at once but I will keep on recording till I know "that's it," it sounds how I want it to sound. So once I was confident we put it out.

AS: What is the main theme behind it?
JD: The new album shows what I'm capable of - there's no one theme but a mix. So far, the stuff I have done is quite simple with simple Punjabi for people to be able to sing along to. There's no point in making it in complicated Punjabi, which people can't understand. I've already mixed Bhangra with other sounds. The album has tracks aimed at all ages of people, young, middle-aged and older audiences, there's something for everyone. It's a projection of all my styles. In the new album I really show what I am capable of and the style I've always enjoyed - true Desi Bhangra!

AS: The future... are we going to see other albums too, are they going to have a different stance and do you plan to stay with the Rishi Rich Project?
JD: Yep, I'm already working on my second album in which I plan to work with different producers in the same album. I feel that this will enable a different blend of music styles. Also, it will be much more traditional. I am happy to work with other artists and do my thing with the Rishi Rich project as well as going solo at the same time. Jay and Rishi are doing their thing solo with Jay's album out in a few months and then Rishi's, so it's great to be part of everyone's work.

AS: So let's sum up. You've infiltrated the UK Bhangra scene, worked with International artists, done your bit in Bollywood, completed a solo album, and now doing a slot on a major UK radio station... (deep breath!). How does that fit in with what you are hoping to achieve as the Rishi Rich Project.
JD: Its great to be able to deliver Asian sounds to the non-Asian people, White, Black, Chinese... and we really want to push Asian music high up in the industry. The KISS 100FM show is not only about our music but promoting other people's music. People must remember that it is not a race; there will always be competition out there. It's all about making the Asian music industry the biggest thing there is. We welcome demos on our show and play all new stuff so start sending them in!

AS: You mentioned how the North Americans look up to the UK Asian artists. In the US and Canada there are many Asian artists doing their thing as well but we don't hear much of them in the UK at present. DesiClub.com is the first site that aims to bridge this gap by connecting Asians globally. Do you think it's a good idea and should we collaborate with international Asian artists?
JD: Definitely man, it's a real good thing. We need someone to do it, I can't see anyone else being in a position that you guys are in to make this a reality.

AS: Cool bro, I'm sure we are gonna hear a lot more about you and this coming up. You gotta keep us updated. Grab Juggy's album, which is out now people! And check out the UK listings page for store signings and gigs for Juggy D Live!

For more info check out Juggy D's home @ www.2point9.com. And you can also tune into Soundz of the Rishi Rich Project from any city every Friday at Midnite UK time, live on Kiss 100FM - www.kiss100.fm.

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