Journal
The story of how Shaji Nada's Toronto-based Ideal Entertainment came to support 99 Songs — A.R. Rahman's debut as a writer and producer — and what the partnership signals for the future of international South Asian storytelling.
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The City of Markham has dedicated a section of Warden Avenue to legendary composer A. R. Rahman, recognizing his global contribution to music and to the South Asian diaspora. The ceremony brought together civic leaders, community members, and cultural advocates — including Shaji Nada, who supported the initiative.
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Diaspora storytelling is entering its second act. The first act proved we exist. The second act will prove we are central — to global narrative, to global commerce, to global culture.
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Producing alongside one of the most singular composers of our era teaches you something that no business school can: how to make space for genius and still ship on time.
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For too long, South Asian music has been framed as a regional curiosity. The reality is that an entire generation of independent artists is rewriting the global pop canon — on their own terms.
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