Indian rapper and underground Hip-Hop artist DIVINE is signed by American rapper Nas' Mass Appeal India. Universal Music Group and Mass Appeal jointly took the step to take global hip-hop artist to India and globalize the Indian hip-hop scene.
Mumbai based rapper Divine’s recently released single Kohinoor is creating a buzz around the globe. American rapper Nas and his company Mass Appeal has their hands in creating the buzz on a global level. This kind of songs didn’t use to get this kind of reception like Kohinoor did. This is a sign that Hip-Hop in India is getting popularity.
Image: Instagram.com | Divine with his Gully Gang
Indian underground hip-hop scene is not underground anymore. After the release of Zoya Akhtar directed Gully Boy and diss track culture in India, The Hip-Hop is finally getting its due. The Hip-hop scene is on top among the other genres in many countries but in India, it hadn't got its due yet.
The scene is getting stronger every day. Many are getting their hands dirty in the game. Some are real street rappers, some are faking it. But the scene is going loud every day. Naezy and Divine are the two names that India should be proud of.
Naezy and Divine collaborated with Nas for the Gully Boy end-credit-song NY se Mumbai. Both Indian rappers did a world-class job in that song, but unfortunately, the song didn’t reach out to many. Divine and Nas must have got along well, They collaborated later and Divine signed for his label Mass Appeal’s Indian franchise. Universal Music India and Nas jointly took this step to bring global Hip-Hop artist to India and globalize Indian Hip-Hop scene.