The spin doctor - DJ Suketu

He may be one of India’s most famous DJs, but Suketu is also an astute businessman. Here he talks about musical puritans, making money across the globe, and why he’s finally tying the knot 

In the midst of an alcohol-addled dancing throng, gyrating to ear-splitting music, there is one man who is cool, calm, collected…and sober. He’s got the pulse of the crowd, and delivers each song skillfully.

With his neatly cropped hair and a pair of spectacles pushed firmly up the bridge of his nose, Suketu Radia could pass off as a successful businessman. He’s even got the credentials for it — an MBA, a Bachelors and a Masters degree in commerce. But this Gujarati businessman happens to be one of the country’s most popular DJs, with remixes like Bin Tere Sanam and Woh Lamhe to his name. Never mind that he doesn’t fit into our notion of what a typical DJ is supposed to be. Never mind that there’s no über-cool, devil-may-care aura emanating from this man.

DJ Suketu’s keen business sense, and dedication to his music and remixes, works for him rather than against, and today, he’s one of the most sought-after DJs among Indians not just in the country, but also abroad.

“When I go for a party, people don’t realise that I’m actually working. No organiser is going to appreciate his DJ leaving his console, dancing with the crowd, and letting the music go for a toss. Besides, music gives me a high,” he says.

We’re in his studio where he’s working on his latest album — remixes, of course. The fact that he’s excited about it is evident. “Bollywood is my bread-and-butter. I’m not going to turn my nose up at it and pretend that it’s beneath me. This is what I do; I’m identified by it all over the world. Why should I promote some other genre?”

And while the elite minority may call for House or Hip Hop, or tend to deride Bollywood re-mixes, it’s hard to write-off the fact that DJs like Suketu and Aqueel are milking the proverbial cash cow.

If a writer is as good as his last novel, in India, a DJ is as good as his last remix. And this is one fact that Suketu is all too aware of. “To be honest, there’s more money in live shows. But you need regular hit remixes to be recognised and remembered. It’s the only way you can command high rates,” he says.

Suketu does not come cheap. His charges range from Rs1.75 to Rs3 lakh, depending on whether it’s an international show. He’s rarely in the city; his work has taken him all over the world. Of course, it helps that you’ll bump into a Non-Resident Indian (NRI) community in the remotest corners of the Earth.

But it’s not just NRIs who ask for him. “I remember a show in Brisbane where half the people who attended were locals. I’m taking Indian music to the world,” he says.

He acknowledges that when it comes to pushing the musical envelope, Indian deejaying is a world apart from the international scene, but there is little rancour on his part: “It’s the way it is. The Indian audience likes melody, unlike in the West, where people will dance to anything. Yes, I can experiment, but there’s no money in that, and money is important. Instead, I introduce new beats and new styles in my music, hoping that my listeners will appreciate it.”

As a DJ, Suketu depends on both — technical know-how and knowledge of music — to deliver that perfect album. He’s yet to be accosted by an irate music composer claiming that he’s destroyed the original work. “In fact, when composer Jatin Lalit heard my remixed version of Bin Tere Sanam, he liked it so much, he invited me to work with him on future projects.” Besides his current two-disc album, set for release later this month, Suketu is also working on three new songs, which he hopes will be picked up by a film, sometime in the future. 

“Making a remix is not as easy as it looks. When you’re working on a hit song, whether it’s an old one or a new release, your mix better kick some ass. The song has to sound better than the original. That’s the challenge,” he says.

Urban desi remix is his forte and the DJ recently won the Sean Kingston ‘Bollywood Girls’ remix competition, giving him a chance to remix for the Jamaican reggae singer and rapper.

But music and business run in the his veins; so, instead of simply resting on his laurels, Suketu’s put his MBA degree to use, and runs his company — Audi Elite Enterprises — that handles music production, a DJ school, and DJ management. “If you can’t afford DJ Suketu, we’ll provide you with a DJ that fits your budget,” he grins.

But being a DJ is not an easy, or a free ride. “You need sustained financial backing, and I was lucky to have started when I was 18. It helped that my family was behind me.” Still, it took Suketu nine years to get his first break at an international DJ competition. “Till then, I was just another DJ. But it all worked out in the end,” he says. 

The 32-year-old takes Bill Gates’ advice seriously. “I read somewhere that he said something to the effect that when you get up in the morning and your name is not on the Fortune 500 list, get up and start working.”

This is peak season for him: New Year celebrations, weddings and parties. And somewhere in this controlled chaos, Suketu will bid goodbye to his bachelor life to marry his girlfriend of three years. “Let’s just say, I know exactly what I’m getting into. But one thing’s for sure, this is one wedding I won’t be deejaying at.” he says.

The DJ takes everything to heart, including his appearance. “Over the last six years, I’ve noticed that in this field at least, looks play a role in your success. The kind of clothes you wear, the car you drive; you’re being judged by prospective clients. So, I’ve started taking my appearance seriously.”

Clad in a simple brown shirt and black trousers — the only bling on him is a diamond stud earing — Suketu seems to straddle both worlds with relative ease — the corporate arena where profit is the name of the game, and the flashy party circuit. He’s the new age businessman-cum-spin master.
t_anjali@dnaindia.net