Global music giant, Sony Music, today announced an exclusive strategic partnership with Desi Hip Hop Inc, the No. 1 platform empowering South Asian hip hop culture globally. Through this partnership, Sony Music and Desi Hip Hop will work together to discover, develop and market Indian and diasporic hip-hop talent from around the world. Sony Music have been front runners in this fast growing genre and with a heightened consumer interest, the label is committed to giving south Asian artists a global voice cutting through geographies and languages.
Raafat Ullah, Creative Director, says “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 believed in the global impact of South Asian Hip Hop since day one.” Hardik Dave, CEO of Desi Hip Hop Inc, adds, “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.”
Adds on Arjun Sankalia, Head International Repertoire & Special Projects, “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% 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. ”
The first release via this association is the striking, “Borof” by LA hiphop crew Bhanga Bangla.
Desi Hip Hop Inc is a company founded in 2011 by Silicon Valley tech executive Hardik Dave and headquartered in California. Growing up in the 80’s and heavily influenced by the Hip Hop culture, he has first-hand accounts of the power of street knowledge and strives to empower over 500M South Asian youth through the culture of Hip Hop. DHH is a premium lifestyle brand & multi-platform digital media company, curating, creating and connecting a new generation of South Asians globally through artist management, record label operations, live events & technology. www.DesiHipHop.com
Those of you who have been around from the 1960's through the 1990's will remember the vibrant live music scene in almost every starred hotel in India. Those were the days when you walked into a nightclub like 'Rendezvous' at The Taj Mahal hotel and 'Supper Club' at the Oberoi Sheraton in Mumbai to see curtains going up on a band that was the prime focus of these outlets. Every seat in these restaurants allowed an unobstructed view of the band that performed every night on resident contracts. Today all this has disappeared thanks to some ridiculously high entertainment taxes on live music. Today, non off these hotels have complete bands playing save for a few that feature small duos or solo singers. The Lodhi in New Delhi, recently listed among the world's best hotels, decided to step in and rewind to the good old days. They got Goa's premier jazz quartet 'Jazz Junction' to move to Delhi on a resident contract and the decision has paid off in terms of footfalls generated by the band. Jazz Junction featuring singer Daniella Rodrigues, pianist Tony Dias,
bassist Colin D'Cruz and drummer Angelo Colasco began playing at The Lodhi in June 2018. Four months into the contract the band generated a sizeable following, with quite a few high profile guests choosing to celebrate their special occasion at the Elan bar where the band performs. Against all odds the rewind option proved to be a huge success and hopefully other properties around the country takes the cue to trigger a whole new revival of live music.