We sit down with Paul Barratt, co-founder of Kamani Records, a label that has been at the forefront of pushing South Asian hip-hop onto the global stage. Together with his partner Shantanu Pujari, Paul has been instrumental in shaping the soundscape of a genre that is rapidly gaining international attention.
Kamani Records isn’t just a record label — it’s a cultural bridge between Asia and Europe, committed to promoting authentic talent and breaking barriers in the global music scene. From organising India’s first hip-hop festival to nurturing groundbreaking collaborations across continents, Paul and his team are helping redefine what it means to be a South Asian artist in the modern music industry.
In this interview, Paul shares the challenges and triumphs of pioneering hip-hop in India, the philosophy behind identifying artists with true potential, and the label’s unique role in fostering cross-cultural collaborations. We’ll explore the rise of the genre, the roadblocks it still faces, and how Kamani Records is positioning itself as a leader in bringing South Asian music to an international audience.
Looking ahead, Paul gives us a glimpse of the exciting future for both Kamani Records and Nayab Talent, with projects that promise to elevate South Asian hip-hop to new heights. Join us as we delve into the journey of a label that is not only shaping music but also empowering the next generation of artists.
Kamani Records has been instrumental in bringing South Asian hip-hop to the global stage. What inspired you and Shantanu Pujari to co-found the label, and what were your initial goals?
Our main goal was to build a bridge between Asia and Europe, showcasing authentic talent and helping them grow in the international market.
The Goa Hip-Hop Festival was a groundbreaking event in India’s music scene. Can you share the challenges and triumphs of organizing India’s first hip-hop festival and its impact on the genre’s growth in the region?
We faced many challenges when we launched India’s first-ever hip-hop festival in Goa in 2014. Securing permissions, dealing with local authorities, and navigating government restrictions on music venues were significant obstacles for promoters, creators, and festival organizers at the time.
Kamani Records has nurtured and promoted a diverse range of hip-hop talent. How do you identify artists that have the potential to break through both locally and internationally?
We look for artists with courage, a unique voice, a powerful message, and confidence. Their struggle and vision, combined with their natural ability to perform live whether rappers or singers — are key factors.
We also analyse the UK and European markets to find artists that would complement Asian talents. For example, we have an upcoming track featuring UK jungle pioneer General Levy, produced by Japanese female producer Noriko Shakti, and featuring Skavya, a rising singer from Hyderabad.
You’ve worked with artists across multiple countries and cultures. How do you ensure that the music produced under Kamani Records resonates with a global audience while maintaining its South Asian roots?
We carefully select producers from both Asia and Europe, ensuring they have compatible styles, and focus on blending production techniques while keeping the global music scene in mind. We prioritise the artist’s authentic Asian roots, story, and background, and aim to creatively enhance these elements in collaborations.
At Kamani, we’re committed to breaking international barriers and building opportunities both locally and globally. Additionally, through our sister company, Assembly of Creative Arts, we engage with disadvantaged youth in the UK and Asia by offering music workshops and building platforms for young talent.
The rise of hip-hop in India is evident, but what do you think are the key factors driving its popularity, and how do you see this genre evolving in the next five years?
The artists themselves are key drivers, along with maintaining a production style that stays true to its roots. In India, youth culture is heavily invested in studying hip-hop’s history, from the 1980s to today. Crews like Bombay Lokal do incredible live shows, incorporating breakdancing, DJing, MCing, and graffiti, keeping the essence of hip-hop alive. I see this genre going global on an even greater scale in the next five years, and Kamani will be enabling artists to tour Europe and introduce them to international audiences.
Nayab Talent is a significant part of your work with Shantanu. How does Nayab Talent complement the mission of Kamani Records, and what unique opportunities does it provide for artists?
Nayab Talent represents some of the biggest, most respected artists from across India and Nepal. We’ve earned trust and respect, especially given Shantanu’s deep connections with artists like Divine and MC Altaf. Shantanu also founded India’s first multi-lingual rap group, Swadesi, which has gained global recognition. His work, including producing over 100 videos in the Asian hip-hop industry, combined with my skills, has made it easier for us to build bridges between Asia and Europe, helping these artists flourish and grow the label organically.
Building bridges between various regions like Nepal, Bangladesh, and London is central to your mission. What strategies do you employ to facilitate collaboration between artists from these diverse backgrounds?
We have team members based in these regions who help us regularly analyze the market and assess artists’ potential. We don’t just focus on numbers like streams and followers; we look at the authenticity, message, and intention behind the artist’s craft, and how it complements the collaborations we organise.
As the hip-hop genre continues to grow in South Asia, what do you believe are the biggest challenges facing artists in the region, and how does Kamani Records help them overcome these obstacles?
One of the biggest challenges is the pace at which promoters and industry insiders are recognizing the potential of these artists. They need to adapt faster and ensure that artists are paid fairly for their craft. This would significantly strengthen the hip-hop industry in Asia and open doors for international business. Kamani and Nayab have been organizing and funding hip-hop festivals and events across Asia for over a decade, building a foundation of trust and respect that’s crucial for us.
You’ve been involved in numerous international collaborations. Can you share some insights into the significance of these partnerships and how they have helped elevate the South Asian hip-hop scene globally?
We are currently working on collaborations with artists like Apache Indian, Congo Natty, General Levy, and Killa P, along with Asian artists from Mumbai, Bangalore, Nepal, Punjab, and Goa. These collaborations are crucial as they build relationships between artists, connect musicians across borders, and capitalize on both the Asian and European markets.
Looking ahead, what are your aspirations for Kamani Records and Nayab Talent in 2024 and beyond? Are there any upcoming projects or collaborations that you’re particularly excited about?
Nayab has over 15 albums in the pipeline with Asian artists. Kamani and Nayab Talent are planning to release more music over the coming years, breaking into the international market and bringing together these incredible cultures and artists. We have multiple albums, singles, and EPs lined up with international artists for the next 3–5 years.
We aim to be one of the leading label distributors, events companies, and booking agencies for South Asian music collaborations in Europe and globally over the next five years. In 2025, we’ll be returning to India for the 5th-anniversary edition of the Asian Hip-Hop Festival, and we’re excited to bring South Asian music to the global market, with collaborations featuring top names in hip-hop, grime, jungle, and dance music.
Kamani Records and Nayab Talent will continue to lead with innovation, building strong relationships with stakeholders, music companies, festivals, promoters, and brands worldwide.
For more information visit https://www.kamanirecords.com/
Rishma
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