Can you please introduce yourself: what do you do, where do you work and what is your South Asian heritage?
My name is Nadia Chopra, known in the music industry as “Noudle”, a 25 year old sound engineer, DJ and radio host from London, UK. My grandparents immigrated to the UK from Punjab, India, in the 1950s. My parents were both born in this country, but growing up they always kept me informed about my Indian heritage including food, culture and of course music.
I work as a full time freelance sound engineer and DJ and have worked with companies like Boiler Room, Defected Records, Rinse FM, Nike and PUMA for the past four years, hosting radio shows on Noods Radio and Worldwide FM every month. I’ve also been hosting my club night ‘Lucidé’ since 2018, where we combine club culture with live music and support our creative community through DJ competitions, where we also host a monthly radio show on Whynow Radio and always highlight emerging artists and DJs. I also started my YouTube channel “Noudle Sound” in April 2020 to educate others about life as a sound engineer. A highlight of my DJ career so far was when I performed at the Lost Village Festival in the Dishoom tent for Ahadadream’s ‘No ID’ event in 2019 and presented South Asian talents with a completely South Asian cast – a special event. My DJ style and sound include deep house, garage, funk & soul, disco and jazz, all of which had a huge impact on my love of music growing up. My parents always played their favorite funk & soul, disco and garage records all over the house, which influenced my love of music when I was young.
Can you summarize in one sentence what music means to you?
Music for me is really a feeling, it’s a transport of memories associated with a particular song and a way to express yourself in one of the most creative ways on my radio shows.
What is one of your most important musical memories from your teenage years?
One of the most significant musical memories that struck me is the decision to work in the music industry as a sound engineer. I already knew when I was four that I wanted to be a performer, so it took me some time to make this transition to a more technical role. My mother had sent me to summer music engineering courses during my teenage years because I wanted to continue my studies during the holidays. I met other teenagers and learned that I had the same inspirations as her where I loved learning the electrical and technical side of the music industry and using DAW programs like Reason, Logic and Pro Tools.
What is your favorite song so far in 2021?
One song that I discovered this year is one that I am obsessed with is “Bali-E” by Mr. Ho and Mogwaa. I heard the song while watching Peggy Gou’s live set in South Korea on the Wolmi Sea Train and fell in love with the way the track builds up through punchy drums, synths and vocal samples. I always try to incorporate this into my sets, it’s definitely one of those tracks that I close my eyes and vibe on a dance floor!
Are there any changes you would like to see within the music industry to better highlight and support South Asian artists?
When I started DJing in the music industry six years ago, I couldn’t see many other South Asian DJs on the line-ups. I didn’t realize that the underground scene was trying hard to get South Asian artists onto the lineups and platforms they deserved. However, South Asian artists like Ahadadream, Nabihah Iqbal and Jyoty have been on the stage for years, screaming about our heritage and making a significant impact on the music industry. I was so inspired to see the youngest Daytimers Boiler Room with Yung Singh and a full South Asian line up showcasing our heritage and introducing the British and Punjabi sound to the audience. I was so proud to be Punjabi at that moment, it was a pivotal moment in making a change for the South Asian community in the music industry.
This year’s London Dialed In Festival is one of the most important steps for our community to have the platform it deserves, showcasing an all-South Asian line-up that incorporates not only our legacy but also talent and skill in every genre of music introduces. It has to be emphasized that just because we are South Asian artists and DJs does not mean that we are only playing music from our heritage. Most of the South Asians in the UK were influenced by garage, house, R&B and dubstep at a young age and in fact many Indian Punjabi songs have used garage and R&B beats and are still using them mixed with our Punjabi music to create the cultures to merge with each other. Music is instilled in us from an early age as our culture is surrounded by it, at weddings, religious ceremonies, and Bollywood films.
In our tradition, DJing in the music industry or doing something creative is not always viewed as a “real job” or “sustainable” by our elders, and so many of us pursuing these careers have had to get out of the norm and push for that what we believe in. We are stepping in to make these changes, hopefully to inspire other South Asians to have the confidence to do the same.
It is important that all parts of the music industry recognize us as equals and as part of the music industry like any other culture, create diverse casts and employees, and also take on more South Asian crew for those of us who also work in the background roles. It should also be highlighted that those of us South Asians who have worked in the music industry have had a greater impact on changing traditions and combining our heritage with our love of music and enriching our culture.
Can you recommend a South Asian DJ / artist to check out?
One of my favorite South Asian DJs, and has been for a while, is Arthi. In 2019 Arthi took part in our ‘Lucidé’ competition and won! It was the first event she’d ever played and the first time I heard her sound. She shatters it in her music career and is a very sick dancer and choreographer too!
