Sony Music has entered into an exclusive strategic partnership with Desi Hip Hop Inc. The partnership aims to discover, develop and market Indian Hip Hop and diasporic Hip Hop talent from around the world. Sony Music is planning to give the South Asian artists a global voice cutting through geographies and languages.
About the association, Raafat Ullah Creative Director Desi Hip Hop Inc said, “We have been building this platform for over a decade. We aim to nurture and showcase South Asian Hip Hop talent. We have believed in the global impact of South Asian Hip Hop since day one.”
About Desi Hip Hop
A part of the South Asian Hip Hop culture, Indian Hip Hop is known for its music and culture which syndicates the inspirations of Hip Hop and the Indian subcontinent. Used as an alternative for rap music and, even, pop music which involves rappers of South Asian origins. After 2011, the interest in the rap genre gradually grew in India with a large number of rappers emerging from all corners of the country. A new trend has formed in Bollywood with a number of producers roping in rap artists for their songs. There is a hardcore movement in the underground and hip hop is steadily rising to the top of the popular lists.
Desi Hip Hop Inc was founded in 2011 by Hardik Dave and has its headquarter in California. It aims to create a common ground for leading and upcoming South Asian Hip Hop artists to join and support the Hip Hop movement in Desi culture. Through the artists, it wants to drive awareness, unity and equality amongst the Desi people. Desi Hip Hop plans to develop a web and mobile platform for all Desi Hip Hop artists.
Hardik Dave, CEO Desi Hip Hop Inc added, “It is rewarding to see this movement grow and make the impact that we have always envisioned. We are excited to be working alongside a partner like Sony Music India who believes in this vision.”
The first release via this association is the striking, ‘Borof’ by LA Hip Hop crew Bhanga Bangla.
Arjun Sankalia, Head International Repertoire & Special Projects, Sony Music India said,
“Hip Hop has always been close to our hearts. We began working with the genre in 2015 with ‘Mere Gully Mein’. We are 100% committed to Hip Hop and are glad to have found a like-minded partner in Desi Hip Hop.”
Sony Music’s current roster includes a broad array of both local artists and international superstars. The catalogue comprises music from every genre and artists.