We’re glad to finally announce that global music leaders, Sony Music Entertainment, has officially joined hands with global digital media platform, Desi Hip Hop Inc, to empower artists, fans, and to grow the Desi Hip Hop scene in South Asia & worldwide.
Through this partnership, Sony Music India and Desi Hip Hop will work together to discover, develop, and market Indian and diasporic hip-hop talent from around the world, read a statement.
Desi Hip Hop creative director Raafat ‘DJayRaf’ Ullah said, “We’ve been building this platform for over a decade to nurture and showcase South Asian hip hop talent and promote unity amongst our people around the world. We’ve spent countless hours since day one, only because we truly believe in the positive power of Hip Hop.”
Desi Hip Hop Inc CEO, Hardik Dave, added, “It’s rewarding to see this movement grow and make the impact that we’ve always envisioned; and as Desi Hip Hop turns the corner from a culture to a category, we are excited to be working alongside a partner like Sony Music India who believes in this vision.”
Sony Music India’s international repertoire and special projects head Arjun Sankalia said, “Hip hop has always been close to our hearts — more so since we began working the genre in 2015 with Mere Gully Mein.”
Over the past decade (and more), Sony Music Entertainment has been in the forefront when it comes to Hip Hop – globally and in South Asia. At a global level, Sony Music Entertainment artists like Khalid, Travis Scott, and Future, were joined by Desi artists like Bohemia, Raja Kumari, and DIVINE. With the partnership with Desi Hip Hop, the two companies aim to take this to a whole new level, introducing the masses to Desi talents from every gully around the world.
Arjun went on to say, “We’re 100 per cent committed to hip hop and are glad to have found a like-minded partner in Desi Hip Hop, who have been flying the flag for South Asian hip hop for over a decade.”
The first release via this association will be Borof by Los Angeles-based hip hop crew Bhanga Bangla.