Universal Music Group, already home to some of the biggest names in Indian hip-hop, is starting a new label division, Def Jam India, in the country.
Def Jam India “will be infused and inspired by local street and rap culture, Indian sounds and unique multi-lingual flows,” saidDef Jam India’s first artist signings are rappers Dino James and Fotty Seven. “Lost” from James and Fotty Seven’s “Banjo,” both of which are set to be released this month, will be the new sub-label’s first releases, Universal noted in a press release.
Since then, hip-hop in Hindi and other Indian regional languages has grown in popularity to enjoy a space in India’s mainstream music hierarchy, sitting somewhere between film and commercial pop music and independent music. For instance, the current No. 1 song on both Spotify and Apple Music in India is “Excuses” by Canadian Punjabi hip-hop acts AP Dhillon, Gurinder Gill and. Dhillon and his crew occupy 10 of the positions of Spotify’s top 100 and 20 spots on Apple Music’s top 100.
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