Renowned music label, Sony Music, and digital media company Desi Hip Hop Inc. have signed a pact with an aim to promote the hip hop culture in India. With this partnership, the two companies will discover, develop and market Indian and diasporic hip-hop talent from around the world.
Talking about the same, Desi Hip Hop creative director Raafat 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."
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."
Adding more to the same, Sony Music India 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. We're 100 per cent committed to hip hop and are glad to have found a like-minded partner in DHH who have been flying the flag for South Asian hip hop for over a decade."
As per the statement, Los Angeles-based hip hop crew Bhanga's Borof will be the first release via this collaboration.
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