Global Stage, Local Pride: The Rise of Producer Sanjoy

Inside the headquarters of Qinetic Network, the hum of studio equipment fills the air as Sanjoy works tirelessly on his next production. Fresh off a historic appearance at the FIFA World Cup opening ceremony in Canada, the Bangladeshi-American electronic music producer and multi-instrumentalist has returned to his roots, landing in Dhaka for a special performance to celebrate the tournament’s final match.

Sanjoy’s performance in Canada served as a prominent cultural statement on a global platform. Performing his hit single SIIR SIIR, he donned a bespoke maroon jacket featuring hand-woven embroidery depicting Bangladesh’s national emblem—the water lily (shapla)—and the Royal Bengal Tiger.

“It’s been one hell of a trip,” Sanjoy reflected during a brief pause in his recording session. “Honestly, the entire thing is a bit of a blur to me. I just remember the sheer energy carrying me through the World Cup performance. And when I landed in Dhaka, the love that I received from the people—starting right from the flight itself—made me so grateful.”

When asked which national team held his loyalty during the tournament, the producer offered a modest smile, steering the focus back towards home. “I don’t want to talk about who I supported, but I definitely want Bangladesh to be playing in the next World Cup. I believe that it is very possible if the tournament expands to 64 teams.” Whilst realists might view such an expansion as ambitious, the sentiment reflects the optimistic mindset that has characterised Sanjoy’s career.

Rooted in Heritage, Built for Mainstream Success

Sanjoy’s musical journey began long before he discovered electronic production. Raised in a household steeped in musical tradition, he was introduced to Indian classical music before learning to speak. At four years old, he began rigorous training in classical vocal structures and the tabla. This early exposure to complex Eastern polyrhythms, time signatures, and intricate beat patterns gave him a unique technical foundation compared to conventionally trained Western electronic producers.

Following a move to California, Sanjoy embraced digital audio workstations (DAWs) as a teenager, blending South Asian melodic elements with modern dance music structures. By the age of 11, he was already sharing the stage with prominent touring acts from Bangladesh, most notably the influential producer Fuad Almuqtadir.

“I remember being 11 and playing with various Bangladeshi artistes who toured the USA,” Sanjoy recalled. “Fuad-bhai will always be one of my biggest inspirations and mentors.”

Through persistent work and international collaborations, Sanjoy eventually achieved a breakthrough by placing on the US Top 40 charts—a landmark achievement for an artiste of Bangladeshi heritage in Western commercial radio. “For me, it was about belief. I just wanted to be myself and make music, and the rest would follow,” he said.

Redefining the DJ, Embracing Tech, and Expanding Horizons

Addresssing common misconceptions regarding electronic artists, Sanjoy remains vocal about the craftsmanship behind modern DJing, placing his work alongside industry leaders who bridge live instrumentation and digital performance.

“Throughout the years, people have redefined what it means to be a DJ,” he explained. “Look at Martin Garrix or Marshmello—they are incredibly skilled musicians. I am a multi-instrumentalist and a DJ, and I am incredibly proud of being exactly that.”

Regarding technological advancements such as artificial intelligence in music creation, Sanjoy views these tools as practical assets rather than threats to human creativity. “Of course not,” he remarked when asked if AI poses a risk to his artistic future. “I love AI and use it to fast-track my work sometimes. But I know one thing for sure—AI can never replace me.”

Looking ahead, Sanjoy aims to elevate Bangla music into the global mainstream, taking inspiration from the international rise of genres like Afrobeats and Latin pop.

“You just have to look at what musicians from other cultures are doing. Afrobeats artistes like Burna Boy are everywhere—and that’s where I want Bangla music to be. Everywhere. Bangladeshi musicians need to have the confidence and grit to take their music to places it has never been before.”

His broader vision remains uncompromisingly focused on the global summit: “I want to be the biggest superstar in the world.” With a career defined by breaking precedent, Sanjoy continues to build towards that goal.