IT’S BOLLYWOOD BITCH

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NEW YORK, NY [April 18, 2011] – Britney Spears is hitting us one more time with her love for Indian flavor. Today, the queen of pop released a Bollywood inspired remix of her hit new single, “Till the World Ends,” produced by Culture Shock, in conjunction with leading fusion media company Desi Hits.

“We wanted to build an even greater connection between the world’s biggest pop star and one of the world’s largest audiences,” says Mark Flaherty Senior Vice President of Jive Label Group. “Britney has been engaged with South Asian culture for many years. From the ground-breaking Bollywood-inspired remix of “Me Against the Music” to her recent collaboration with Indian fashion designers Falguni and Shane Peacock on the “Hold it Against Me” video, she has embraced the incredible sights and sounds of this vibrant community throughout her career. It was obvious that Desi Hits! was the place to go to further strengthen this relationship and reach out to her loyal fans in India and the Diaspora.”
The Bollywood-inspired remix of “Till the World Ends” incorporates manipulated dholki, dhol and a subtle tumbi beats to give a hint of Indian flavor without throwing off the energy and balance of the song. The climax of the track features a Punjabi breakdown, with vocals by Lomaticc and Sunny Brown. Culture Shock, the producers of this remix, have produced Desi/Bollywood remixes for a laundry list of artists, such as Rihanna, Lady Gaga, Sean Paul, Jay Sean and Alesha Dixon – all of which were done in collaboration with Desi Hits!

“When Jive approached us about working with Britney on this new track, we were thrilled,” said Anjula Acharia-Bath, CEO of Desi Hits, who is working with Britney’s Label to create content for the global Indian demographic. “Britney is no stranger to Bollywood. Over the past decade she has successfully built a loyal fan base in India, simply because she has genuinely embraced our culture by incorporating distinct elements of Indian music and fashion into her work. We are glad she is back!”

Listen to Britney’s Bollywood remix of “Till The World Ends” here: www.desihits.com/remixes/britneyspears

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