Sachin Ahuja: Indian Punjabi singers promoting brands in their songs is so funny

Sachin Ahuja needs no introduction as he is one the most prominent names in the Punjabi music industry. A producer, composer, and a reality show judge. Kulwinder caught up with Sachin discussing his journey in the world of music so far.
Congratulations on recently winning awards at the PTC music awards. How do you feel?
It feels fantastic and great to be appreciated.
For those who don't know you, how will you introduce yourself?
I am Sachin Ahuja, born and brought up in Delhi, and I am a music composer by profession who is passionate about his work.
You've been in the music industry for quite some time. How will you describe the beginning of your musical journey?
I was a medical student but my dad got sick in 1996 and it was then I decided to drop my studies and join his studio. Although, my dad never insisted me on pursuing music and it was completely my own choice. After joining the studio, I learnt the nuances about sound recording and then got into music.
You���������ve worked for nearly two decades in the music scene. What changes have you noticed in the industry?
I have seen many changes in the form of styles or genres of music. I have seen various artists rising and declining, as well as the good stuff and of course, the bad.
Have you ever had a gut feeling that a particular song would be a hit?
Yes, many times. If a song is really made good and a lot of time and effort has been put in, then we can predict it is going to work. However, the scale of the popularity of the song is always decided by the listeners.
Tell us a bit about your hobbies.
I like to go for movies, spend time with my family, internet surfing and driving.
Who would you like to collaborate with in future?
If I ever get a chance, it would have to be the one and only Sardool Sikander saab.
Who has given you the best advice and feedback?
My dad Charanjit Ahujaji, who is a living legend. He has given me all the good advices in life. Also, my wife is my biggest critic and she gives me the exact feedback on my work.
How much negativity have you dealt with?
At times, a lot of negative people try to pull you down, criticize you. But one has to stand firm and believe in the hard work and passion for the job.
You are the first music producer in India to have appeared in your own production. Do you feel it is important for the music producer to appear in videos?
Yes, I was the first one to appear in a video. Music producers and composers really work hard to give the best they can to their singers. So it is their right to appear in the video, so that people recognise them. Also, along with the singer, they would also connect with the music producer.
Are you collaborating with UK artists for new projects?
I have recently recorded with a very good artist from the UK, who goes by the name Kesh K. I am recording many more songs which I am currently working on.
Also, I am looking forward to release of lots of singles and albums. Udeekan by Peji Shahkoti will be the next release. One Sufi Qawwalli album by Kesh K, another album by Roshan Prince and Adhaar Card by Bill Singh are also there.
What do you think of the UK music scene compared to the Punjab���������s?
Earlier in the UK, more club themed music used to be played whereas in India, sad romantic songs ruled the charts. Now, things have reversed between the two nations. UK now has more sensible listeners than India. They love soft, romantic and good music. But in India, singers are just promoting brands in their songs, which is so funny (laughs).
Would you like to give a message to your fans?
Thanks to all of you for your immense love. Keep up the good work. Listen and support good music and stay away from drugs.
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Source:SimplyBhangra.com
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