DJ/ broadcaster Nerm will be back to India this December. This time, he will be here to play at gigs, unlike his last visit as a panelist at a music conference ‘The Exchange’. At the panel, he discussed the lack of Indian artistes being played on UK radio which is why Radioandmusic.com’s Jescilia Karayamparambilcontacted him to know more about the same.
Birmingham born Nerm hosted shows on BBC Radio 1, BBC 6 Music and BBC Asian Network, which allows him to provide his knowledge and understanding to other artistes in the industry.
At ‘The Exchange’, you mentioned about the lack of Indian artistes making it to radio. Can you describe in detail why so and how can that gap be addressed?
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I think that the lack of Indian artistes being played on UK radio outside of ‘Asian’ stations is what I feel very strongly about. I think the problem is one of marketing the artiste with their talent rather than their ethnicity. There are now so many Indian indie acts that are approaching a world-class standard, and whose music transcends global assumptions of what Indian music is. This is, in my opinion, the only way this can be addressed.
How essential is it for an artiste to be featured on radio?
I think that radio play is still very important to artists in the UK. Honestly, I am not too sure of the impact on radio in India. It is almost as if India did not really need pirate radio (which was so important to encouraging young people and the growth of their music in the UK) and jumped straight to the internet. However, I would love to see an Indie or alternative music station make it big in India.
You’ve hosted numerous shows on radio, what are the three key elements of a good radio show?
Talking to your audience as an intelligent, valued friend is very important. Attention to detail and subject knowledge are vital to keep your audience and guests on side. Breaking down complex subjects in a simple way is a key to reaching the widest possible audience, whatever your show is about.
Are you working on any interesting project currently? Or is anything in the pipeline?
The only thing I can talk about right now is my India tour – I am playing across India as Shiva Soundsystem as well as myself.
You have been coming to India for years. What are some of the gigs that your fans can catch before 2014 ends?
Blue Frog Bombay 19th December; Supersonic Festival Goa – 27th-30th December.
Among the present lot of Indian artistes, can you see yourself working with or collaborating with on a project?
Absolutely. We at Shiva Soundsystem have a long history in working with and supporting Indian artists. In fact Shaa’ir + Func appeared on our last album. Moving forward there is a lot I would love to do with the incredible Indian acts there are.
Is there any kind of music you don’t enjoy? Or a genre of music that you have previously not liked that has grown on you?
I used to be a massive genre snob when I was younger but that has softened over time. I can appreciate a lot more now. On a recent trip to the Southern states of the US, I fell in love with country, bluegrass and proto-rock n roll. The first two really took me by surprise.
Asian underground pioneer, radio host, party starter… what else is on the agenda?
There is a lot left that I would love to do. I would love to try my hand at acting, directing – but most of all I really wish I was a better writer. It is sometimes really hard to get the emotions out of my head with words that I have to type.
Do you have any special tours planned for 2015?
2015 is the 10th anniversary or our anthem ‘Mumbai Cells’. There’s a lot planned around that.
Everyone has a dream project? Do you have one as well? What would you love to do at least once in your life?
I would love to work with Prince.
