Indian Hip-Hop is disrupting the Music Business and enabling ground level socio-economic impact.
Hip-Hop has always taken an independent stand when it comes to the music business largely because Record Labels hesitate to take the first step and Hip-Hop artists are daring enough to stay true to their brand’s roots. Jay Z in the early 90’s was hustling his records door to door getting turned down by every major label. Instead of selling out or quitting he made a genius move to create his own label, Roc-A-Fella Records established in 1995, now a part of Roc Nation Entertainment reportedly worth over $810M.
India is going through a similar dynamic, where the Gully Boy fever has incited a Hip-Hop revolution of sorts and artists are forming their own platforms with the help of brands & partners. This article takes a look at popular Hip-Hop artists in India who’re carving their own name in the history books of Desi Hip-Hop.
Gully Gang Entertainment
Vivian Divine is a rising star when it comes to the “started from the bottom” story in India. From rapping in a Mumbai Gully to repping for all of Mumbai, his story and Gully Gang brand has become the voice of the streets and a mainstream Bollywood story. From being signed to Sony Music India and OML to numerous brand endorsements like Budweiser & Redbull to name a few, Vivian recently announced the launch of Gully Gang Entertainment, a full service company to recruit, record & nurture up and coming talent.
Raga is a Delhi bred Hip-Hop artist who through his ups and downs emerged strong and recently signed a exclusive partnership deal with Sony Music India. The indie label has presented listeners with some of the most talented artists in the hip hop and R&B space with endorsements by superstars Raftaar, Badshah, Ikka, Imran Khan to name a few. Sony Music and Artisttaan will together create, curate and produce music with artists already signed on to the label and release music at regular intervals.
Sun J is a rare breed of artists who was born Hip-Hop in Delhi and showcases all five elements of Hip-Hop in his life from a very young age. From extremely humble beginnings he made a name for himself and paved a way forward for the rest of his crew, the Khatarnaak Hip-Hop Collective. His first objective was to keep crew tight and in doing so signed a deal with DesiHipHop Inc to launch Khatarnaak Records in 2018. The crew is reportedly in talks with some global platforms and working on a TV series for 2019. We look forward to the Khatarnaak brand taking flight globally in 2019.
Kala Kurta Gang
Sikander Kahlon is a pioneering face of the Punjabi Rap scene from Chandigarh and leader of the Kala Kurta Gang. King Kahlon has been working on his craft for over a decade with his crew and sometime in late 2017 made strong associations with popular Bollywood label & production house, Manj Musik under Musik ONE Records. KKG has a well prized catalog of music that all the major labels are now eyeing so you can be sure that the beginnings of a global KKG brand takeover is just around the corner.
There are many other Hip-Hop crews across India putting in work and making a name for themselves. We urge each an every one of them to stay true to their roots, put their crew first and ensure a professional is by your side when looking over contracts.