The Multi Award Winning DJ & Producer
British artist, Panjabi MC is an International music producer and DJ born in the UK. He is well known worldwide as a pioneer in the global popularization of traditional Panjabi music, merged with hip hop, R&B & dance.
Panjabi MC has picked up numerous awards winning Best Dance Act at MTV Europe, Best UK Act of the Year at the Mobo’s , Best Dance Track in Germany, Italy and Switzerland as well as winning the World best-selling Indian recording artist of the year trophy at The World Music Awards.
Panjabi MC, started as a highly respected artist/producer within the Asian music scene (he had given the Asian underground 5 albums in the 90’s, each has defined a new
direction for Bhangra, introducing traditional Desi sounds to both Hip-Hop and Garage, ultimately combining the classical elements of India with the street - something no other Asian producer has achieved) but still a virtual unknown outside this sphere.
His most famous record ‘Mundian To Bach Ke’ charted Top Ten in most countries around the world reaching the number one spot in Italy and Belgium as well as selling over 100,000 units in Germany within the first two days alone. The significance of the success of ‘Mundian To Bach Ke’ is great. It became the first purely Asian vocal led record to make the BBC Radio 1 play-list, debuted at Numbers 5, and 1 in the National and UK Indie singles chart respectively and is by far the biggest record of its genre.
He appeared on Top Of the Pops and spent 4 weeks in the top 20, 7 weeks in the UK top 40. The track was also single of the week in Music Week, Guardian Guide, Independent and Mixmag. Even now, no club night across the country has been complete without an airing of this massive anthem.
Aside from the massive success of ‘Mundian To Bach Ke’ in Europe, with over 250,000 copies sold in Germany alone, was taken to another level when US Hip-hop superstar Jay-Z, a multi-platinum, 10 time Grammy Award winner and still one of the most prolific artists of our time personally asked to collaborate on the record now titled ‘Beware of the Boys’. The song rode high in the US Billboard Hot 100; and also gained huge support from UK radio from the likes of Tim Westwood and Pete Tong at Radio 1, The Remix show on XFM and numerous pirate & hip-hop stations nationwide.
The second single follow up, ‘Jogi’, has also joined ‘Mundian To Bach Ke’ as a UK Radio1 play-list record, and went straight in at 25 on the UK singles chart – another huge success for the first Bhangra artist to truly cross-over into the mainstream. Hugely influential Ragga artist ‘Beenie Man’ has since joined the party, adding his vocal skills to a remix ‘Jogi’, which was thoroughly cained on dancefloors across the country and Eastern Europe.
With further more hit singles such as Jatt Ho Giya Sharabee, Kori (Giddah), Snake Charmer and more recently Moorni, - Panjabi MC has grown to be one of the most sought-after music producers. Throughout his career so far; PMC has showcased the ability year after year, album after album to produce timeless smash hits that have put him at the top of the industry. He has worked with a variety of influential artists and global brands including – Jay-Z, Beenie Man, Twista, WWF, Inside Man (Movie), Zumba, Beyonce, DJ Premier and the Pussycat Dolls to name a few all willing to be a part of the Bhangra fusion sound.
As of 2012, ‘Mundian To Bach Ke’ is now cemented an all time classic having recently been included as the only British artist on the world #1-selling dance game release of ‘Dance Central 3’ and ‘Just Dance 4’ alongside British artist Jessie J, One Direction and Cher Lloyd.
In May 2012, Paramount Pictures were eager for a piece of the Bhangra fusion sound as they picked Panjabi MC’s hit song “Beware” featuring Jay-Z as the official advert/trailer soundtrack currently exceeding over 14 million views. A special version of the trailer showcasing the bhangra song was also made for a Super Bowl XLVI commercial seen and heard by a record 111.3 million viewers in the most-watched television show in U.S. history. Panjabi MC’s recent high style profile has continued in the US with his music being selected by Rhianna’s fashion designer Jeremy Scott to launch his spring 2013 fashion show at the Mercedes-Benz Fashion Week, attended by front row stars Paris Hilton, Tyra Banks, Sky Ferreira, Swiss-Beatz on September 12, 2012. Panjabi MC’s distinctive style played an influential part on Jeremy’s overall theme, from the style of clothing though to the ethnic music set mixed by fashion- music powerhouse - Michel Gaubert.
Although we have seen his profile grow in different territories in the entertainment industry such as movies and games, Panjabi MC has continued to provide official remixes for artist such as Cher Lloyd (Swagger Jagger) and Lady Gaga (Judas) besides feeding raw Punjabi songs to the Asian music scene with releases such as Bari Barsi and Moorni.
Attesting to his global appeal, Panjabi MC is also a prolific internet icon, with over 100 million combined views on YouTube. With continues Panjabi MC inspired parody clips online and on TV shows such as ‘Celebrity Juice with Keith Lemon’ and ‘Lee Nelson's Well Good Show’, to Thousands of Zumba dance routines from all corners of the globe, It’s is easy to see the global impact PMC has had during his career. You may of read the 4 page spread on Panjabi MC’s collaboration in Jay-Z’s recent autobiography ‘Decoded’ as one of his favourites songs or surprised by the article on Imogen Heap hailing Panjabi MC’s impact on her career in releasing one of her favourite songs. If not, perhaps you witnessed US Olympian ‘Shawn Johnson’ receiving a perfect score (30/30) dancing to Panjabi MC’s
does to Panjabi MC for her Grammy performance with Cee-Lo Green. The truth is, the craze for a piece of Panjabi MC will continue and remain relevant, as he sets to build upon his current upward momentum on world music that has lasted and still progressively trending for over a decade.
Planning for 2013, having almost played to audiences in every country in the world, Panjabi MC is set to reach new peaks with his upcoming album ’56 Districts’. Expect Panjabi MC’s sound to take listeners to another level as he continues to entertain and inspire new generations of music for people of all colours and cultures worldwide.