Nas Launches Mass Appeal India With Universal Music Group

The first signing at Mass Appeal India is DIVINE, a Hindi rapper from Mumbai.

Nas and Mass Appeal have launched a new label in India alongside Universal Music Group.

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In a report from Music Business Worldwide, Mass Appeal India will be based in Mumbai and be apart of Universal Music India's headquarters. It will function as a "multi-channel partnership" between Mass Appeal and UMG.

Per Music Business Worldwide:

"Mass Appeal India will sign artists from India’s hip-hop scene, and, through Mass Appeal's global network, work with brands and content creators to connect them to a worldwide audience."

Along with announcement came the label's first signing, DIVINE. Based out of Mumbai, India, DIVINE first gained popularity after the release of his single "Yeh Meras Bombay." The rapper's story, as well as the rise of the Indian hip-hop scene, inspired by the 2019 film Gully Boy, which was one of the biggest Bollywood films at the box office this year.

"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," Nas said in a statement.

"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," he added. "We're excited about joining forces with the team at UMG India to help further spark a movement that is constantly in the making."

Source: Music Business Worldwide