| 21 Jul 2019
Sony Music India, Desi hip hop enter partnership
MUMBAI: Global music company Sony Music has joined hands with digital media company Desi Hip Hop Inc to give a push to hip hop culture in India.
Through this partnership, Sony Music and Desi Hip Hop (DHH) will work together to discover, develop and market Indian and diasporic hip-hop talent from around the world, read a statement. 
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." 
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."
The first release via this association will be Borof by Los Angeles-based hip hop crew Bhanga Bangla.
(Source: IANS)