Mass Appeal is going international as they announce the signing of Indian rapper DIVINE. Nas’ imprint joined forces with Universal Music Group to form a new label, Mass Appeal India, concentrated on highlighting the country’s growing Hip Hop culture.
DIVINE is one of the most-streamed artists in South Asia. He is known for “gully rap” — a sub-genre filled with raw and uncensored bars.
“Hip Hop is the world’s most influential culture — it’s only right to share what we do at Mass Appeal on a global level,” Nas said via press release.
“It’s an honour to be associated with a legend like Nas… For him to recognise not just me, but the whole Indian Hip Hop scene is a big win for Hip Hop, and for Hip Hop in India,” the newly Mass Appeal signee stated.
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The Mumbai native’s story of surviving the streets inspired the Zoya Akhtar-directed feature film Gully Boy which exposed him to an international audience including the Mass Appeal Founder.
“I was first introduced to DIVINE’s music through the brilliant film Gully Boy. I’m proud to announce the launch of Mass Appeal India with DIVINE as the first artist on our roster,” Nas stated.
His résumé features “Meri Gully Mein,” “Kaam 25” and “Jungli Sher” as his most popular songs. The Indian star’s debut album Kohinoor is scheduled to be released later in the year.
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