Indian hip hop collective and record label, THE MVMNT has announced a partnership with Mass Appeal, the iconic label founded by hip hop legend Nas. THE MVMNT has been co-founded by producer Sez on the Beat and music executive Faizan Khan.
The collaboration with THE MVMNT is Mass Appeal’s second effort to invest in Indian hip hop. Previously, the American record label partnered with Gully Gang, launched by rapper DIVINE. Through the new association, Sez on the Beat brings THE MVMNT’s roster of rappers DAKAIT, Yungsta and Aniket Raturi into the Mass Appeal fold.
“This is definitely a bucket list moment for us,” says Sez on the Beat. “The partnership with Mass Appeal is a testament to our hard work being legit. The grind pays off. The goal is still the same to build a tight-knit community and to give artists a safe space to make their vision a reality. This is Indian hip hop winning and that win includes each and every one who has been with us since day one, and everyone who is going connect with us from this point forward.”
The collaboration between the two labels will amount to an increased volume of releases and musical ventures with both established and emerging acts from across the Indian hip hop scene. However, the main focus will be to continue developing the community through new music that will establish a global sound for Indian hip hop. The first release under the collaboration between the two record labels is Sez on the Beat x Ab 17’s track ‘Gande Ilaake Se’.
“When the intention is real, like-minded people join the journey,” says Faizan Khan about the new collaboration. “The intention from the beginning was to push the community and champion the next generation of Indian hip hop, and we’ve been building brick-by-brick over the last couple of years with that mission in mind. Our partnership with Mass Appeal India will help us supercharge our efforts, and the fact that an incredible legacy name like Mass Appeal shares our vision means that we’re on the right track. We really appreciate Peter Bittenbender and Nas for that belief as we move into the next phase together.”