Nas Backs Gully Rap Star Divine To Break Into India’s Hip Hop Market

Nas is tapping into the hip hop market in India thanks in part to the breakout success of the movie “Gully Boy.”

(AllHipHop News) Nas is launching a new label in India and his first artist is Gully Rap star, Divine, whose life was the subject of the hit Bollywood movie “Gully Boy.”

The rap star has inked a deal with Universal Music India to launch Mass Appeal India, which will sign artists to “amplify” the country’s hip hop scene. 

The first artist on the roster is Divine, who was portrayed by actor Ranveer Singh in the 2019’s critically acclaimed movie “Gully Boy,” which has become one of Bollywood’s biggest hits this year. 

Nas’ new Mass Appeal India company will operate in Mumbai, where the business will function in a multi-channel partnership to sign and develop the best talent in the region. 

“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.”

As one would expect, Divine was excited to partner with a rap legend like Nas and the prospects of really pushing Indian Hip Hop music to consumers around the world through the new deal.

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

“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,” he said.