‘Gully Boy’ DIVINE goes global, signs with Nas’s label Mass Appeal

By Bandook - August 20, 2019

WHAT JUST HAPPENED

‘Gully Boy’ DIVINE goes global, signs with Nas’s label Mass Appeal
(L-R bottom row): Adam Granite (EVP, Market Development, UMG) , DIVINE, Nas
(L-R top row): Peter Bittenbender (CEO-Mass Appeal), Devraj Sanyal (MD & CEO of UMG, India & South Asia), Chaitanya Kataria (Business Head – Gully Gang Entertainment)

DIVINE was announced as the marquee signing of New York-based urban culture-focused entertainment company, Mass Appeal, which is fronted by New York rapper Nas.

IS THAT IT?

There’s more. Along with parent company Universal Music Group (UMG), Mass Appeal has also announced the launch of Mass Appeal India in a bid to “amplify India’s burgeoning hip-hop culture on a global scale”. MAI will be based in Mumbai within Universal Music India (UMI) headquarters and will “function as a multi-channel partnership between the two companies”. 

‘Gully Boy’ DIVINE goes global, signs with Nas’s label Mass Appeal
(L-R) Devraj Sanyal, Nas, Peter Bittenbender, DIVINE, Adam Granite, Chaitanya Kataria

NAS’S INTRODUCTION TO DIVINE

At the launch, Nas noted, “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.”

WHAT THIS MEANS FOR DIVINE

‘Gully Boy’ DIVINE goes global, signs with Nas’s label Mass Appeal
Nas and DIVINE

“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,” DIVINE says of signing with Mass Appeal. 

WHAT THIS MEANS FOR INDIAN HIP-HOP

Adds Divine, “Nas is looking forward to working not just with me, but a lot of the young talent in India. So, let’s bring our A-Game because the world is watching.”

WHAT HAPPENS OF GULLY GANG ENTERTAINMENT?

It is believed that GGE will continue to operate independently from UMG and MA. However, Divine shares, “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.”

NOT JUST ANOTHER LABEL?

“MAI will also sign and collaborate with the brightest stars from India’s fastest growing music scene and, through Mass Appeal’s global network, will work with brands and content creators to connect the culture with a worldwide audience”, said a statement released by UMG.

Nas, for his part, maintained, “It’s only right to share what we do on a global level.”

Watch the Interview with DIVINE and Nas to launch Mass Appeal India here: 

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