“Intelligent Gratification for Global Youth.” —Nusrat Durrani
An marvelous, if unexpected revolutionary, Nusrat Durrani is one of those guys that makes me completely forget whatever cynicism about the media business I might have accumulated over the years, and remember why I’m constantly excited to be part of the global conversation.
And I mean global.
Completely aside from being my colleague at MTV.com, Nusrat is the founding executive at the amazing MTV Iggy, the newest music offering from the former American music channel (no comments, please; read on), an online channel where the ambition is easily as grand as the very interent itself.
Nusrat discovered MTV in his native India after a chance nuclear mind explosion in the form of David Bowie’s “Let’s Dance,” and his life was was never the same. Against all odds, he made his way around the world (via Dubai) and barged his way into MTV.com and never gave up his dream of uniting world music cultures. No matter how firmly MTV kept walking away from music (and for some very compelling reasons) and how many “wiser” heads begged him to abandon ship, Nusrat would not give up on the brand’s worldwide status and his faith that it could mean more to world pop than just about anything else.
It looks like he’s been right on all along.
But let me tip my hat to one optimistic, smart, determined man. We all should support more of his kind. Nusrat, you’re incredible.