Vivian ‘Divine’ Fernandes, finally drops a video for, ‘Kohinoor’ and it does not get more hip-hop than this. It was only a few days ago when Universal Music Group announced it’s partnership with Mass Appeal, a company owned and mentored by Nas. The very first drop from the company is finally here and it spinning heads all over the world. It is right now trending on number 1 on YouTube and has gathered more than 400,000 views in less than 6 hours of it’s release. Divine is definitely on a role.
Check out the video right here:
This is the first drop from DIVINE’s much awaited debut album, ‘Kohinoor’ and is only going to make the fans further impatient. There is no doubt in our mind that when a name like, Nas is going to endorse Divine, the end result will obviously be the up-scaling of the gully lifestyle in front of the entire world. ‘Divine’ is no ordinary backpack rapper and is involved in every step of the way, he was also involved in the direction of the video. The video was directed by Panini Pandey, Joel D’Souza and himself. It was produced by Gully Gang Entertainment. This video is also the first release from Mass Appeal India’s YouTube channel. The video is shot in Vivian’s hometown ‘Bombay’ and captures it’s brutal yet nurturing essence.
View this post on Instagram
Although this is an Indian release but is being empowered by the powerhouse Mass Appeal in the US, this goes to prove that the world is indeed ready for vernacular Indian rap. It was not too long ago when, Sony entered into a partnership with us to empower urban and rural South Asian hip-hop acts from across the world. Our aim is to bring the best of Desi Hip-Hop artists in front of the world because the world is now ready for them.