Joi

Joi, primarily the project of brothers Farook and Haroon Shamsher, stands as a cornerstone of the 'Asian Underground' movement that swept through the UK in the late 1990s. Emerging from the vibrant cultural melting pot of London's Brick Lane, the duo successfully synthesized their Bangladeshi roots with the cutting-edge electronic sounds of the era, specifically dub, trip-hop, and drum and bass.

Their sound identity is defined by a sophisticated use of sampling, where traditional South Asian instrumentation like the tabla and sitar are integrated into a Western dance music framework without losing their spiritual or rhythmic integrity. Following the tragic passing of Haroon in 1999, Farook has continued the project, maintaining a focus on high-fidelity production and deep, atmospheric textures. Critically, Joi is respected for avoiding the 'world music' clichés of the time, instead opting for a gritty, urban aesthetic that reflected the lived experience of the British-Bengali diaspora. Their work on Real World Records brought them global attention, positioning them alongside peers like Talvin Singh and State of Bengal as pioneers of a new, hybridized musical identity.