MUMBAI: Fast growing portal Desi Hits.com has found an investor in Jimmy Iovine, the distributor of the Oscar winning soundtrack of Danny Boyle's film Slumdog Millionaire. The partnership is aimed at fueling the 'desi-international' collaborations 

Interscope Geffen A&M Records Chairman Jimmy Iovine says, "We all share an enormous excitement at Interscope Geffen A&M working with Desi Hits to develop our artists globally by bringing south asian influences to the west in a real cultural exchange."

"It means a lot to have such music mogul believe in what we are doing and give insight and access to artists that we believe have a strong future within the huge South Asian demographic worldwide," says Desi Hits! CEO and co-founder Anjula Acharia-Bath adding that the partnership will give them access to a a slew of wonderful artists like Pussycat Dolls,Lady Gaga and Keri Hilson.

The investment was made much before Jai Ho became popular accentuates Anjula Acharia-Bath, "Jimmy thinks big and likes to innovate – he sees things before anyone else and I have witnessed this first hand. For example, he distributed the Slumdog Millionaire Soundtrack and released another version of Jai Ho with AR Rahman and the Pussycat Dolls because he realized that would be huge song before anyone – it then went on to be a top 10 track and won an Oscar. When I met Jimmy for the first time and told him that I wanted to change pop culture in India (or create pop culture in India even) he said that he wanted to help me and at the same time impact pop culture internationally (he's a global thinker). He took a Bollywood track to the middle of America and launched MIA so I guess he is well on his way," she added.

Desi Hits! has been creating content for the bi-cultural, eclectic south asian demographic that craves content that reflects them. Besides the web, the venture has made its presence felt on Zee TV in the UK on 'connect with the stars show' at Sunday 6.30 PM GMT and will soon be launching an application on Nokia OVI store. At present, Desi Hits! operates from the UK, US and India.

In 2008, Desi Hits! had raised $5 million from Draper Fisher Jurvetson (DFJ), Trident Capital and the D.E. Shaw Group. While in 2007, the portal raised $1 million from DFJ. The investment made by Jimmy Iovine has not been disclosed. According to news reports, now the founders of Desi Hits! hold little under 40% stake in the company.