New York-based media and content giant Mass Appeal has officially announced the creation of its Indian subsidiary, Mass Appeal India, in partnership with Universal Music Group, which is dedicated to amplifying India’s rapidly growing hip-hop culture on a global scale. It will be based in Mumbai and will function from Universal Music India’s headquarters.
Mass Appeal India will look to sign and collaborate with artists from India’s hip-hop scene and, through Mass Appeal’s global network, will work with brands and content creators to connect with the worldwide audience. Moreover, all releases from MAI will be distributed exclusively via UMG worldwide. Coinciding with the launch of the label was the signing of Mumbai-based heavyweight DIVINE as the first artist on their roster whose debut album ‘Kohinoor‘ is due for release later this year. Hip-hop icon Nas, who is co-head of Mass Appeal’s Music division talked about their latest move in a statement:
“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.”
Check out the interview between Nas and DIVINE below which was released alongside the announcement.
H/T: Variety
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