A Smethwick entrepreneur who predicted the rise of bhangra in popular music has secured a deal with Microsoft to play tracks on a game for the new Xbox 360.
Due to be launched in tandem with the console on Friday, Gotham Racer 3 ? part of the successful Gotham Racer series ? will have five tracks from artists represented by Ninder Johal?s company Nachural.
The deal, for an undisclosed sum, is the first time that bhangra tracks are have been included on an interactive game.
Mr Johal said he was delighted with the deal and said it represented the move of bhangra into the mainstream.
?Clearly we are pleased with the tie up with Microsoft and hopefully artists from both the Nachural camp and other labels will benefit from this,? he said.
Tracks include Teri Muhabbatian and the Lak Noo remix from Mr Johal?s own group Achanak and three tracks from Tigerstyle?s new album.
Trained as a management consultant, Mr Johal founded Nachural in 1991 when he realised that he could no longer juggle work and Achanak gigs.
Convinced that modern bhangra ? which evolved from traditional music from the Punjab ? had mainstream appeal, Mr Johal began signing upandcoming bands.
Nachural had its first success in 1993 with the launch of the career of DJ/Producer Panjabi MC.
In 1998 Panjabi MC shot to fame after producing the world ? s best- selling bhangra album Legalised.
Nachural now claims to be the leading bhangra music label in the UK ? although it no longer represents Panjabi MC ? and has also branched out into events organising and manufacturing.
Founded in 2003, Sound Logistics has already established a reputation for event organisation. Clients include the Caudwell Group, the NEC, Bank of Ireland, the NHS and the BBC.
In May Mr Johal also founded Wednesburybased Pro Tect Cases, which produces specialist carrying cases for electronic and musical equipment.
?It?s about giving the business a stable base in three related products in different industries. It gives me the security to continue expanding.?