Mumbai-based rapper DIVINE, whose life partially inspired the Bollywood hit "Gully Boy" earlier this year, has been signed up by Mass Appeal Records, the label co-founded by American rap superstar Nas.
Divine is currently working on his debut album, "Kohinoor", which is set to be released later this year.
Nas' Mass Appeal, an urban culture-focused entertainment company, along with Universal Music Group, on Tuesday announced the launch of Mass Appeal India -- a new label dedicated to amplifying India's burgeoning hip-hop culture on a global scale. Signing up DIVINE is part of Mass Appeal's initiative to foray this country.
"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 said.
"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," DIVINE added.
Nas 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," he added.