"ELEC - TRO - NIC" words of wisdom spilled by Sher, he explains that these are the three words that define the type of music he plays.

Imagine the scene, a club or an underground party, filled with fashion conscious adults out to have a good time. Beats begin soaring in the atmosphere, and behind the decks you'll notice Sher Ali, steadily building a stage presence whilst spinning behind the decks.

Sher had grown up in the sonorous city of Lahore (Pakistan), that had been heavily influenced by the eastern and western culture. Lahore, the second largest city in Pakistan known for it's cultural diversity and for being in the core of media, fashion and art. Could this be the unlocked secret for Sher's success in business endeavours?