AJ Joshi, a pioneering entrepreneur within the UK music industry, has made significant contributions to the Grime scene, founded by young Black and minority ethnic artists in the early 2000s in London’s East End. Grime emerged from UK garage, a genre that blended hip hop, reggae, and house music, and was characterized by its harsh, gritty sound and fast, aggressive lyrics. Grime artists often rap about urban life, social inequality, and police brutality, drawing inspiration from their experiences growing up in working-class neighborhoods.
Joshi’s role in promoting the Grime scene has been crucial, as he provided a platform for artists who were largely ignored by mainstream media and record labels. Major Fm, the first dedicated internet radio station in the UK, was created by Joshi as a way to broadcast Grime music to a worldwide audience. Major Fm gave Grime artists exposure they had never had before, and helped create a global fan base that still supports the genre today.
Joshi was not content with just promoting Grime on the radio, he also founded UKRecordShop.com, an online record store and distribution company. UKRecordShop.com became the largest independent online record store in the UK, powering the BBC urban music chart and signing exclusive deals on over 100 albums. The company was pivotal in the Grime genre, helping fund artists with advances without tying them into record deals, ensuring that they remain independent and free to pursue their art. Joshi’s approach was ethical, ensuring that all artists owned their own publishing and masters and that all royalties went back to them.
Joshi worked with over 90% of all releases within the Grime industry at the time and was the leading distributor to all mainstream record stores. He signed, marketed, and distributed over 100 albums, and is credited on over 140 albums as the exclusive store, label, and/or distributor. His work helped create an infrastructure for the Grime scene, allowing artists to sell their music and reach a wider audience.
The impact of Joshi’s work is still being felt today. Grime has become a global phenomenon, with artists such as Skepta, Stormzy, and JME achieving international fame. Joshi’s contribution to the genre has been invaluable, as he helped create a platform for artists who were often marginalized by mainstream media and record labels.
Joshi’s work has not gone unnoticed, as he has received numerous accolades for his contributions to the Grime scene. In 2017, he was awarded the Music Week Women in Music Award for Business Leader, recognizing his achievements in the industry. He has also been featured in numerous articles and interviews discussing his work and the impact it has had on the Grime scene.
Joshi’s passion for the Grime genre and his commitment to promoting independent artists has left a lasting impact on the UK music industry. His innovative approach to promoting Grime helped create an infrastructure for the genre, giving artists a platform to sell their music and reach a wider audience. Joshi’s work has been pivotal in creating a space for Black and minority ethnic artists to express themselves, share their experiences, and be heard.
Follow AJ Joshi on twitter at twitter.com/AJ and Instagram at instagram.com/ajjoshi
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