Music News

Rapper Divine Joins The Launch Of Nas’ Mass Appeal – India

Mass Appeal and Universal Music Group announced the launch of Mass Appeal India – a new label dedicated to amplifying India’s burgeoning hip-hop culture on a global scale. According to the announcement Mass Appeal India, based in Mumbai, will sign and collaborate with the artists from India’s fastest-growing music scene. Through Mass Appeal’s global network, they intend to work with brands and content creators to connect the culture with a worldwide audience distributing all releases exclusively via UMG worldwide.

The label also announced the first artist to sign to the new company, popular Indian rapper, Divine. A key player in the rise of the country’s “gully rap” movement, Divine’s music draws inspiration from his own life and the streets of Mumbai; also inspiring Bollywood director Zoya Akhtar’s 2019 feature film “Gully Boy,” starring Ranveer Singh.

In announcing the launch of Mass Appeal India, legendary rapper Nas, who is co-head of Mass Appeal Records, said,

“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. 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. We’re excited about joining forces with the team at UMG India to help further spark a movement that is constantly in the making.”

“It’s an honor to be associated with a legend like Nas,” Divine said.

“I grew up listening to his music. For him to recognize not just me, but the whole Indian hip-hop scene is a big win for hip-hop, and for hip-hop in India. I will be working with Mass Appeal India not just in a personal capacity, but also in my capacity as founder of Gully Gang Entertainment to help Mass Appeal India build a thriving ecosystem for urban music and culture in the sub-continent. So, let’s bring our A-Game because the world is watching,”