US rapper Nas has teamed up with Universal Music India to expand his label reach via new urban culture-focused entertainment company Mass Appeal India.
The new label will be “dedicated to amplifying India’s burgeoning hip hop culture on a global scale”, with its first signing being acclaimed rapper DIVINE.
“I was first introduced to DIVINE’s music through the brilliant film Gully Boy,” Nas said.
“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.”
DIVINE added: “It’s an honour to be associated with a legend like Nas. I grew up listening to his music. 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.”
You can check out Gully Boy below.
