Mass Appeal India Celebrates Five Years With Significant Expansion In The Music Industry

Mass Appeal India, a trailblazer in the Indian Hip Hop scene, celebrates five years of significant contributions to the music industry. Since 2019, this influential label has shaped the landscape with chart-topping hits, groundbreaking collaborations, and the discovery of exceptional talent, amassing over 10 billion audio and video streams.

Mass Appeal India is an extension of the renowned Mass Appeal brand, co-founded by GRAMMY AWARD winner Nas in New York. The label aims to amplify India's growing Hip Hop culture globally. It has gained acclaim with global hits like "Obsessed" by Riar Saab and Abhijay Sharma, "With You" by AP Dhillon, "KARAM" by KSHMR, and DIVINE's multi-platinum debut album "Kohinoor," along with follow-ups "Punya Paap" and "Gunehgar."

The label's collaborative spirit extends to partnerships with acclaimed artists such as Jass Manak, Raf-Saperra, Jaskaran, Nazz, and The Ranjha. This has helped expand its global footprint. Additionally, Mass Appeal India promotes South Indian talents like Vedan, Dabzee, Baby Jean, and Thirumali. Notable collaborations include "Street Dreams" by DIVINE and JUNO award winner Karan Aujla, and "Problems Over Peace" by AP Dhillon and UK grime star Stormzy.

At the five-year mark, Mass Appeal India plans to elevate its presence further. They aim to introduce a comprehensive suite of services including creative content and consumer experiences into the vibrant Indian market. This move is intended to significantly build and accelerate the rapidly growing Hip Hop scene.

The success of the US brand serves as a model for Mass Appeal India. The US team produced top-performing documentary work like Wu-Tang Clan: Of Mics and Men with Showtime and Freaknik with Hulu. They also delivered award-winning brand work with Google, adidas, Patron, Amazon & more. Mass Appeal India aims to deliver innovative storytelling across various platforms.

CEO's Vision

"The last 5 years have been incredible as Mass Appeal has grown into a leader in the Indian music industry," says CEO Peter Bittenbender. "It has been so rewarding to help grow the global interest in Indian Hip Hop. Now it's the perfect time to launch the remaining divisions of the business to best serve our talent's needs and continue to elevate how we tell stories on a global scale."

This milestone marks a new chapter for Mass Appeal India as it continues to shape the future of Indian Hip Hop while expanding its influence worldwide.