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Nas launches Mass Appeal India
By Andy Malt | Published on Wednesday 21 August 2019
Universal Music and Nas-founded record label Mass Appeal Records have launched Mass Appeal India. The new venture aims to boost India’s burgeoning hip hop scene, with its first signing being rapper Divine.
Commenting, Nas says: “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”.
Divine himself adds: “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. He is looking forward to working not just with me, but a lot of the young talent 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”.
Finally, Devraj Sanyal, CEO of UMG India & South Asia says: “We have found the natural partner in Mass Appeal to help realise our dream of breaking Indian hip hop in the region, as well as to the rest of the world together. It was only right to lead this global announcement with the signing of India’s number one hip-hop star, Divine, for his highly anticipated debut album. As he articulately puts it, ‘Apna time Aayega’ which means ‘our time will come’ – now is certainly the time for Indian hip hop to break into the mainstream”.
You can watch a longer interview with Nas and Divine here:
