How a legendary Asian music label was born in a small Birmingham shop
A gap in the market sparked the birth of a major South Asian music label from a small shop in Birmingham's Balsall Heath. Muhammad Ayyub had arrived in the city in the 60s looking to build a life.
And when work was hard to come by he went into business for himself, initially selling travel packages back home to India and Pakistan as well as a side line in electronics.
But it was a thirst for the culture of home which saw Ayyub and his brothers begin importing music, through EMI, from South Asia. The records sold like hotcakes, attracting customers from all over the UK. Shortly after label Oriental Star Agency (OSA) was born and would go on to dominate the South Asian music market.
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Had it not been for OSA South Asian music, from Qawwali to Bollywood tunes, would never have dominated the UK airwaves. Stars were discovered and the music went on to feature in hit films by Oscar winning directors, as well as forming the backdrop of Brit smash hit Bend it Like Beckham.
This legendary music label championed some of the biggest names in South Asian music including Qawwali pioneer Nusrat Fateh Ali Khan, Birmingham's own Bally Sagoo and Bhangra sensation Malkit Singh.
Ayyub would eventually be awarded a prestigious MBE for his service to broadcasting, but he considers bringing Asian music to the UK his greatest achievement. OSA was recently purchased by Universal Music Group in a major deal, but it was a long journey from a small Birmingham music shop.
"I was born in Gujrat, Pakistan", Ayyub 84, said, "I loved Indian and Pakistani films as we lived next door to a cinema, it would show Bollywood and Lollywood movies.
"We would sleep on the roofs and open the windows, we would hear all the dialogue and songs." Just as his love affair with music began things started to fall apart. Ayyub's beloved father died leaving him to provide for the family.
After a friend recommended he work and study in the UK, Ayyub hitched a plane to the land of opportunity and settled in Sparkbrook. After failing to find a job he decided to open his own shop in Balsall Heath, saying: "I thought I should start a business and opened a small shop in Balsall Heath, Birmingham.
"We handled travel to Pakistan and India, we also sold electronics. There was a cinema next to us and customers would ask us for music from the films.
"At the time there were no music shops, records, cassette players, community centres or entertainment for Asians. So I thought I must fill this need, I went to EMI Records in Hayes and asked them if we could import music from India and Pakistan.
"Shipment arrived in 6-8 weeks and they sold like hot cakes. I started importing in bigger quantities and started distributing them throughout the country as more towns wanted them."
By 1966 OSA was born and became the first South Asian record label in the UK and largest distributer for Asian music. Some of the greatest artists in Desi history signed with the label including Grammy nominated Nusrat Fateh Ali Khan, famous for bringing Qawwali music to the Western world and featuring on movie soundtracks, from Martin Scorsese to Oliver Stone films.
Bally Sagoo was actually discovered by OSA having worked at the store as a child with his father, eventually becoming one of Birmingham's most famous fusion artists. Shaukat Ali was another big name in Pakistani folk music along with Malkit Singh, considered one of the most famous Bhangra singers.
Ayyub changed the game further becoming a presenter on BBC Radio's first Asian radio programme and founding director of Radio XL, the first Asian commercial radio station in Birmingham. He laughed recalling the enormous bags of mail containing Asian song requests for the BBC.
He was eventually awarded an MBE in 2014 for service to broadcasting, Asian music and community services. OSA's songs were also used in the Bend it Like Beckham soundtrack, fitting as Ayyub presented with director Gurinder Chadha back in the day on BBC Radio WM.
In 2017 however a drop in physical sales and increasing overheads forced OSA and the shop to close, eventually sold to Universal Music Group. Much like the daytimer raves and pirate radio stations, OSA remains a firm stamp in British Asian history and cultural expression.
Ayyub said: "The Asian community were very grateful because there was no source at all in this country. It was the start of importing our culture and music; people would come from other cities just to buy our records.
"This changed the perception of Asian music because people would have lost their culture. We were the envy of the whole world by big labels like Sony for example.
"The world appreciated our contribution to Asian music where people could only listen to Madonna and Michael Jackson, they had something from their culture. We struggled and worked very hard. We are proud that we introduced artists that became game changers around the world."
Read more about Birmingham's Asian community
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