Bally Sagoo

In 1994, Sagoo signed with Sony Records to produce Bollywood Flashback. He became the first Indian artist to reach national mainstream radio when the album track "Chura Liya" (a re-working of Asha Bhosle's song) was played on BBC Radio 1. This was followed in 1996 by his first, all-original work Rising from the East, which included "Dil Cheez" and "Tum Bin Jiya". Subsequently, he featured in the album Dance Attack and composed another remix hit music video, Mera Laung Gawacha. Starring Deepti Bhatnagar and Jas Arora, the video was directed by Polygram Multimedia, and became a hit in the UK. Sagoo made it into Top of the Pops. He toured India with Michael Jackson on the "HIStory Tour", produced the Aby Baby album with Amitabh Bachchan and was invited to New Delhi to meet then Indian President, Shankar Dayal Sharma.[7]

In 1999, Sagoo launched his own UK music label, Ishq Records. Their first output was his album, Dub of Asia. Ishq followed this with the release of other Sagoo titles including Anything But Silent, Hanji and the technical Sag Loops series. The label also managed and showcased other new talents and delivered tracks such as "Noorie" on Sagoo's 2000 release, Bollywood Flashback 2.

In 2003 at the UK Asian Awards, the Spice Girls presented him with the inaugural trophy for Outstanding Achievement.

That decade Sagoo's music supported Gurinder Chadha's hit Bend It Like Beckham,[8] Mira Nair's Monsoon Wedding (2001), the Aishwarya Rai and Dylan McDermott drama The Mistress of Spices and It's a Wonderful Afterlife. Sagoo also starred in and composed the music for the 2006 Punjabi film, Sajna ve Sajna.[8] He appeared in television programs throughout the decade, including the UK Lottery show, the Asian reality show Bollywood Star and celebrity magazine formats such as Tinseltown TV. Sagoo's album Cafe Punjab released in 2015.

In 2012 Sagoo opened a studio in Mumbai, and splits his time between the UK and India. He merged the business assets of Ishq Records into Fresh Dope Records,[9] the music division of Fresh Dope Industries. With a head office in Brussels and an operational satellite in Mumbai, the new business represents the culmination of Sagoo's efforts. It is engaged in feature film production, television, artist promotion and management, corporate participation, online and traditional publishing, live performances, lifestyle products, fashion trends and technology developments.