Mass Appeal, the urban culture-focused entertainment company, and Universal Music Group (UMG), the world leader in music-based entertainment, announced the launch of Mass Appeal India, an innovative new label dedicated to amplifying India’s burgeoning hip-hop culture on a global scale.
Mass Appeal India’s operations will be based in Mumbai, within Universal Music India’s (UMI) headquarters and will function as a multi-channel partnership between the two companies. Mass Appeal India will sign and collaborate with the brightest stars from India’s fastest growing music scene and, through Mass Appeal’s global network, will work with brands and content creators to connect the culture with a worldwide audience.
To coincide with its launch, the label has announced the marquee signing of India’s most popular and acclaimed rapper DIVINE. Central to the rise of the ‘gully rap’ movement, with hit singles like ‘Meri Gully Mein’, ‘Jungli Sher’ and ‘Kaam 25’, DIVINE’s brutally honest Hindi rap draws inspiration from his own life and the streets of Mumbai, set to beats that wouldn’t be out of place in a Los Angeles or New York studio. His single ‘Jungli Sher’ was the first Indian single that Apple Music released worldwide.
DIVINE was also the first Indian artist to be featured on BBC 1 Xtra’s ‘Fire In The Booth’ in 2016. DIVINE is currently working on his debut album, Kohinoor set to be released later this year.