Two years ago, Dubai businessman and marketer Jim Thomas and his wife Roshni decided to spice up the UAE clubbing scene. Their recipe, called Dravidian Massive Bass, was a sound that mixed influences from all of the South Indian languages. That quickly gave birth to a club night, Simbly South, held on the first Friday of every month.
The unabashedly kitsch night, dedicated to everything South Indian, has been a big hit with the UAE’s massive South Indian community, as well as celebrities from that part of the world.
Before Simbly South takes a break for the summer, with the last party to be held on June 5, Soundbites caught up with Thomas to talk music, South India and the future of Simbly South.
You recently celebrated your second anniversary. What have been the highlights so far with Simbly South?
It’s been quite an enlightening experience. Apart from being the first to give birth to the sub genre of Dravidian Massive Bass in Dubai, our highlights would include serving a platform for new local talent, executing the first silent disco (where people listen to different music on headphones), launching our extension night called Simbly South Secrets, movie premiere after parties, celebrity guests and, of course, being nominated for awards.
Do you think you’ve achieved what you set out to achieve?
Yes, our concept was well received with sold-out nights and celebrities coming from all over.
What were the challenges in convincing people about a night dedicated to South Indian music?
The pre-conceived notion people had towards it. The main challenge was to create awareness, change perspectives and encourage people to come and experience the night. But you see, music has no specific language, we got through and they love it.
Is South Indian music really different from the rest of India or Desi music?
Yes, it is quite different. It’s not very easy to express in words. South Indian music — those coming from Tollywood (the so-called Telugu film industry), Kollywood (Tamil) or Mollywood (Malayalam/Kerala) — has rapid beats, high octane bass and a variety of percussions. Even Bollywood seem to have a fascination towards the South industry be it movies, actors, choreography or music.
Give us a taste of what a typical night at Simbly South is like?
Loud, kitsch, meeting people, loads of laughter and hard-core dancing. The energy the crowd brings in is awesome. Being one of the most exclusive nights, we assure you, once you step in, it would be hard for you to stay still.
So do South Indians have more fun?
Everyone loves to have fun, irrespective of where one comes from. Simbly South Nights has an amalgamation of sounds from Bollywood and the South, which ends up to be a great Indian night.
Any plans to increase the number of events a month?
It’s a work in progress for sure.
What are your other plans after you return following the summer break?
We are working on a Simbly South tour post summer. We intend to definitely take it to newer heights.
Don’t miss it!
Simbly South will have its season closing party on June 5 at Hues Boutique Hotel, Deira, Dubai. For guest list, call 055-7080909 or email info@simblysouth.com
