Indie Entertainment Podcast

Sammy Chand speaks to Monica about his roots, his heritage and his music. Sammy has transformed both the musical landscape and the South Asian community with a storied career spanning over two decades. In 1996, he laid the foundation for Rukus Avenue, as an independent record label and platform for an emerging scene of South Asian musicians in North America. This seminal company was at the forefront of a community-driven movement to establish a new identity for South-Asian Americans, that were charged with the task of reconciling traditional cultural values with American ones. Throughout his career, Chand and his music have built a formidable bond with the film and television community. His notable placements include CBS News, PBS, The Oprah Winfrey Show, America's Most Wanted, Leela, So You Think You Can Dance?, Anthony Bourdain's No Reservations and the Weather Channel's Storm Riders. In 2008, he partnered with the Indian Film Festival of Los Angeles to bring a live musical component to the festival that wo