Universal Music Group has announced the launch of Def Jam India. It will be a new music label that intends to bring worldwide recognition to the hip-hop and rap singers of the region. Def Jam India will pursue its mission under the same Def Jam recording label that has been leading the way in modernizing hip-hop and urban culture around the world. Since its launch, Def Jam India has roped in two very popular rappers Dino James and Foty Seven. These days the trend of hip-hop and rap has increased rapidly on the country music platforms. Actor Ranveer Singh had also started a company Inc Inc two years ago for the same purpose but its work did not pick up pace.
Hip-hop as a genre in India has gained rapid popularity. The launch of Def Jam India can go a long way in helping Indian artists to make a name because there are fans of Def Jam all over the world. Devraj Sanyal, Managing Director and CEO, Universal Music India and South Asia, says, “There couldn’t have been a better time to launch Def Jam India in India. Our in-house hip-hop and rap artists are growing rapidly in the region, cementing strength with national and regional pop. Def Jam India will be influenced and inspired by the local street and rap culture, Indian sounds and unique multilingual flow.”
Commenting on the arrival of Def Jam in India, Tunji Balogun, Chairman and CEO, said, “Following our recent launches in the UK, Europe, Africa and Asia, we are extremely excited to welcome Def Jam India to the worldwide Def Jam family. Hip-Hop captures the pulse of global youth culture and tells new stories and voices in real time. Def Jam India will provide audiences across the globe with the opportunity to discover and experience the best of Indian hip-hop culture and offer the next generation of cutting-edge artists emerging from the region.”
Dino James, who got a chance with this label on the launch of Def Jam India, hails from Sarani, Betul district in Madhya Pradesh. Influenced by Eminem and AR Rahman, James is known for his storytelling, wordplay and diverse song structures. He rose to fame through his first single ‘Loser’. Dino James is one of India’s foremost hip-hop talents. He has more than 51 lakh subscribers on YouTube and more than 400 million views on videos. He has more than 100 million audio streams on streaming platforms so far.
At the same time, Ankit Gudwani aka Foty Seven started rapping in English, inspired by 50 Cent and Eminem. But later it was converted into Hindi for easy access to the public. Their name forty seven is derived from the chemical element silver, whose symbol Ag (represents the first letter of Ankit Gudwani’s first and last name) and atomic number 47. Foty Seven released their first EP ‘Asli Independent’ in 2020 with multiple single releases. He came into limelight with the single ‘Bhot Tej’, starring Badshah. Dino James’ single ‘Lost’ and Foty Seven’s ‘Banjo’ will be his first releases on the Def Jam India label.