Led by Donna D'Cruz, raSa approaches music from a distinctly pan-cultural viewpoint. "We wanted a place where we could explore music from all different areas", D'Cruz explains. "Anything that is steeped in the traditions, spirits, and societies of the world - - we want to be able to smudge the edges, and cross the boundaries that normally divide these elements. We're dedicated to creating bridges between isolated cultures because when we look deeply into the soul of any music, of any culture, we find the commonalties that link the human community."

Based in New York City, raSa is the sister company of AMI (Australian Music International) which was formed with the intention of nurturing outstanding cultural musicians from Australia and marketing their music internationally. AMI is the home of Nomad (led by world beat composer and Didgeridoo player Adam Plack), whose self-titled album Nomad has earned remarkable success in the US and abroad.

The diversity of raSa is perfectly captured by its inaugural release A Gift of Love - - Deepak & Friends Present Music Inspired by the Love Poems of Rumi. The album shows physician/author Deepak Chopra, MD and numerous guest artists (including Madonna, Demi Moore, Rosa Parks, Robert Thurman, and Goldie Hawn) reading poetry by the famed 13th century Persian poet Jalaleddin Rumi. Featuring new translations by Fereydoun Kia and Chopra - - as well as translations by Rumi scholar Coleman Barks - - the readings are set against an evocative musical backdrop composed and arranged by Adam Plack, Yaron Fuchs, Richard Horowitz and Sussan Deyhim.

"This is the label's first album" says D'Cruz, "and in many ways it defines what raSa is all about. We collaborated with Deepak to bring together a diverse group of people - - from Rosa Parks to Madonna to Demi Moore - - reflecting our desire to make raSa a place where many talents can converge into a new, unique and challenging whole."

"That notion," she continues, "is reflected in our choice of the name ŒraSa,' a traditional Sanskrit word which means Œthe essence,' Œthe flavor,' or literally Œthe sap.' We want to experiment with new combinations of the many flavors and seemingly singular elements - - sound, passion, ideas - - that go into this thing we call music."

In addition to emphasizing adventurous multi-culturalism, raSa seeks to market music which possesses an intimate, personal flavor. "Rather than focus on faceless, synthesized music, "D'Cruz admits, "we really want to hear a strong human element: voices and instruments which convey the emotional essence of diverse societies. The Qwaali singer Nusrat Fateh Ali Khan exactly embodied the idea of smudging the lines of demarcation between cultures and styles. I saw one of his last performances and everyone in the room - - regardless of their background - - was entranced from the moment he opened his mouth to the end of the performance. We were swept up and I realized later that he was like a transmitter for a greater truth, some might say even a transmitter for God - - in the same way as artists such as Bessie Smith, Mahalia Jackson, and John Coltrane. When you hear their music, it's like breathing: it's so natural and powerful, almost a force of nature which transcends any barriers of nationality or ethnicity."

Ultimately, raSa seeks to discover a wider mainstream audience for musical themes which have long deserved greater exposure. Summing up the idea with an easygoing laugh D'Cruz says "we want to take spiritual types of music from the crystal shops and into the nightclubs."