Recently, Irfan had the pleasure of grabbing a quick chat with Adil Ray from his very busy schedule. He's normally the one firing the questions to others but this time it's roles reversed for him and he's on the receiving end, so let's see what went down!

Irfan: For those of us that for some unknown reason don't know who Adil Ray is, yeah there are some crazy people out there, give us an 'intro' of yourself. Basically, who is Adil Ray and what does he do?

Adil Ray: I'm a Radio Presenter on the BBC Asian Network. I present the only national nightly radio show for the British Asian youth in the UK.

Irfan: The digital revolution is ready to take over. By that I mean DAB (Digital Audio Broadcasting). How do you think DAB is going to affect the radio listening public? How successful do you think it will be?

Adil Ray: I think digital radio will be just like digital TV by creating more choice and competition, which serves the market better. This should have the overall effect of improving the quality of the content. The sound quality is at the same time much improved. It's favourable to the Asian market as Asian's are receptive when it comes to taking up new technology, just take the use of the Internet as an example with figures showing that a larger percentage of Asians were using the net than the norm when it was in it's infancy. It's widely predicted that by 2006 digital radio will be the norm but I am surprised by the amount of people using it already. We are getting listeners from up and down the country tuning into the show via this medium.

Irfan: The year 2003 has seen the Asian artists make a massive impact on the mainstream scene. Has the level of success surprised you? What do you think 2004 has in store for us? Do you we will continue to get recognition in the mainstream indefinitely? Adil Ray: Nothing really surprises me in the music industry. It's an industry meaning it's ultimate objective is to develop and make money just like any other industry. In the last year (2003) the trend was Asian not just in music but throughout the entertainment and the arts in general, from theatre to TV. I think that it was just a matter of time before this happened. With more and more 2nd and 3rd generation Asians taking up these fields it's just going to

Adil Ray

happen. If Asian music is going to move forward and be represented in the mainstream then it ultimately it needs to be about creating great music. If nothing else it separates the men from the chimps! Artists such as Rishi Rich, Panjabi Mc, Jay Sean and Tigerstyle are what we need more of, originators not imitators. Also it's not the end of the world if we are not part of the mainstream as there is a risk of music being 'watered down' to ensure that it's part of the mainstream but I don't think reliance on the major labels is the only way forward. We'd all benefit if some Asian labels tightened up their game improving distribution, packaging, looking after and nurturing artists and treat them more like artists rather than a packet of 'cornflakes.'

Irfan: You've conducted many interviews in your time but which would say is the best interview ever?

Adil Ray: Recently I've had some really good one-on-one interviews with both Shin of DCS and Jassi Sidhu. They were both 'up close' and 'intimate' and it gave a chance for the listeners to hear them, the way they are.

However, my personal favourite has to be my interview with Craig David in 1999. It was his 1st radio interview that he had ever done. He was due to pop in for 15 minutes and he ended up co presenting the show. We had the 1st ever airplay of the track '7 days.'

Irfan: Staying with the interviews, who has been the most awkward person that you have ever interviewed? I mean, someone that you were interviewing and they were just making it so hard for you and not answering any of your questions?

Adil Ray: Asha Bhosle!! I interviewed her at the end of the Mega Mela 2002. I just got the feeling that she didn't want to be there. I asked her for her opinion on the whole remix scene with the 'Truth Hurts' track having great success at the current time. She said 'that she couldn't stand the idea of mixing the music and fusing it with other styles.' I then brought up the fact that she did a hip-hop mix of her tracks on 'Rahul and I', which featured Apache Indian. All of a sudden she went into an exaggerated coughing fit. I was then had visions of headlines reading 'Adil Attacks Asha shocker.' She then cried out for a glass of water at which point I thought it was a good time to terminate the interview.

Irfan: Last question on this theme, is there anyone that you would really really want to interview but have yet had the opportunity to put in the firing line. What are your reasons for wanting to do this interview so badly?

Adil Ray: I'd love to interview Panjabi Mc. I have tremendous amount of respect for him. I was listening to all his albums once one weekend and he just blew me away. The sounds that he was coming out with were way ahead of their time. You can see the progression in each album he produces. You don't really hear much from him in the press though. Which may be just as well as I couldn't make heads or tails of what he said at the MTV Europe Awards! I think he's probably a bit publicity shy and I think it's a conscious decision that he keeps himself away from it all, which you have to respect.

Irfan: I saw you hosting the Leeds Mela 2003, which you did very well of course! During the mela the crowd threw a few bottles toward the artists with one hitting Apache Indian plus one missile was close to hitting your co-host Sapna. What is your opinion of such behaviour?

Adil Ray: Obviously it's out of order but sometimes we have to expect 'the local community project' are going to let some 'case studies' out for an afternoon. The last time they had seen such a huge crowd of people it was their 'cuzza' brothers wedding.

Irfan: You were also on stage briefly at Slough Mela 2003, which was hosted by Ray C. When you were on you said 'Jay Sean' was in the back trimming his eyebrows, lol. Is that true or was it all part of the wit of Adil Ray the presenter?

Adil Ray: No, it's definitely true; Jay Sean was trimming his excessive facial hair! Rishi Rich with the tweezers in one hand was showing him how to do it all. All I can remember hearing from the dressing room 1 was Jay Sean screaming 'noh noh…. doh point noh.'

Irfan: I have sensed some animosity between Metz & Trix and yourself with their recent interview with us! Care to comment?

Adil Ray: I have got a lot of respect for Metz & Trix. In the early days I played 'Aaja Mahi' & 'Sah Rukh Dah' a lot. They were part of the broadcast in 'Sex, Lies and Games' which is a club night held at a club called 'Rehab.' So they've had our support but like any artists you expect them to move on and evolve and I am sure they have the skills to do it. I am a firm believer that if you're an artist you let your music do the talking. The best do. Some don't. We didn't hear much from them in 2003, so let's hope we get more of them in 2004! I may well have mimicked them a few times in the show but it's all part of the fun. 'So Metz & Trix in the place to be, A, B, C, 1, 2, 3………. it's 2004 come and I may well open the door…. and maybe….. we can do a little bit more.'

Adil Ray

Irfan: Which artists would you say are really doing it at the moment? Any names that you think have really made a massive contribution to the year 2k3? Adil Ray: Obviously Jay Sean, Raghav, Zeus, Navdeep, Bikram Singh, Tigerstyle, Outlandish, Rishi Rich, Trickbaby, Dum Dum Project, Hunterz & Jassi Sidhu. Irfan: You've met a lot of artists but which artists have shown to you the most enthusiasm for their work? Artists, which just sleep music, if you get what I mean. Explain your answers! Adil Ray: In recent times it would have to be all the people I mentioned in the previous question. With the likes of Rishi Rich and Jay Sean you can see exactly why their level of success resulted in an appearance on 'Top of the Pops.' You only have to meet these guys once and you can sense the passion, commitment and professionalism.

Irfan: I saw you at the UK Asian Music Awards in Hammersmith. As it was a 1st for the Asian music scene to have a professional awards ceremony, what did you think of the whole ceremony?

Adil Ray: I think it was a fantastic event, really well organised. It was a pleasure to be amongst so much talent all under one roof. There was some considerable 'Ras Malai' being served up too! On a serious note I think they need to take a serious look at how the categories are awarded because leaving it to online voting from the public results in the whole thing being a publicity campaign with each nominee soliciting for their votes via text and e-mail. Also, I wonder how much we ought to celebrate being the best within Asian Music. What we need to be doing is to become the best in the music industry in general. That's why Panjabi Mc's and Nitin Sawhney's awards achieved in the mainstream in the form of a MOBO, Mercury Music Prize Nominations and MTV awards are that much more commendable.

Irfan: The downloading of mp3's is a massive issue in the music scene in general which is affecting the Asian scene as well. What is your opinion on mp3 downloads? Are they killing the bhangra industry? Are their any benefits of them? Has an artists ever said to you that it's affecting their career?

Adil Ray: The whole downloads and piracy issue needs to be looked at and it is a major issue for all artists from all musical genres. If it wasn't for mp3's then it's fair to say that I would not have been able to get any stuff from NYC based 'DJ Jay Dhabi' as he sent me his tunes via the net in mp3 format. I think at some point in the future labels will have to embrace the process of downloads. However, I'm still in the thinking that if I were a really big fan of an Asian artist and the standard of the album was high i.e no fillers, no instrumentals and not just 7 - 8 tracks in total then I would rather have a copy of the original in my collection. If some Asian labels are going to churn out the same inlay covers but with a different shade of brown for each of their artists then what is the incentive to buy a copy off the shelf.

Irfan: In the studio what is the funniest thing that has ever happened involving an artist? We want full details!

Adil Ray: I conducted an interview with Kerry from 'Atomic Kitten.' She decided that it would be fun to flash her breasts throughout the interview. Two of the biggest hits I have seen from any pop star!

Irfan: You are always saying Laila Rouass is your ideal girl and she is a very good friend of yours. Have you ever asked her out? What did she say if you have? If not, why not?

Adil Ray: I have never asked her out directly but we are due to meet up for lunch, dinner… and maybe breakfast sometime soon!

Irfan: Kangna got the vote for the tune of the year (2003) on the BBC Asian Network, would you go along with that as the best? What is so good about the tune? Adil Ray: I'd go along with that, particularly the acoustic version. In a year when desi RnB and desi sampled hip-hop was the flavour it still stood out head and shoulders above the rest. Kangna with 'Master Rakesh' with the vocals and Frantic Kam on the acoustic guitar proved that Asian music in its purest form can stand-alone.

Adil Ray with Asha Bhosle

Irfan: I know an instance when a recent big song was not accredited to the right person and nothing was said or done due to internal issues with the label. What do you think of artists getting credit for other artist's work i.e. not mentioning someone on the album cover when they have done all the work?

Adil Ray: In the case of the right producer not being accredited let that be on the conscience on whoever is responsible for taking all the credit. In the industry we can all learn along the way. If you can make one great record then you can get back in the studio and do it again. We have to remember that this is an industry and a contractual agreement is safer than a gentlemen's agreement (aka 'ghar di gal') doesn't work in this industry.

Irfan: One of the goals you set was to further your career. What do you mean by that? Do you have anything lined up?

Adil Ray: I'll be on your TV screens in March this year that has been a personal aim of mine. I've been working in radio for 9 years now and have thrived to go that one step further each year. Thankfully, this year god has answered my prayers! So in February me and my boys from 'Alum Rock' are planning on doin over a dozen '24 hour' petrol stations so then I should be on Crimewatch UK by mid-march!

Irfan: Any final words to all the desitunes4u fans out there?

Adil Ray: Always remember 'Pyar, Ishq aur Mohabbat'

'Mithe Mithe Sapne'

That ends the interview, firstly a big thanks to Adil for taking some time out to chat to us.