Mass Appeal India Completes Five Years of Hip-Hop Excellence and Expands with New Creative, Content, and Consumer Divisions

Mass Appeal India was founded as the first independent powerhouse of Indian Hip Hop. It is proudly celebrating entering its fifth year, marking a meaningful moment with its incredible contributions to the music industry. Since 2019, the label has become a real powerhouse with popular chartbusters and innovative collaborations, besides the talent it has discovered. Mass Appeal India proudly stands on over 10 billion audio and video streams, rewriting the definition of Indian Hip Hop.

“Mass Appeal India is an extension of the high-profile Mass Appeal brand co-founded by GRAMMY Award-winning artist Nas in New York, and the label takes India’s growing Hip Hop culture to the world. The powerhouse label fairly recently roared into existence and has garnered worldwide critical acclaim due to sweaty bangers, swollen hooks, and hits such as “Obsessed” and from DIVINE came a debut multi-platinum album “Kohinoor” in addition to the super-successful follow-up EPs: “Punya Paap” and “Gunehgar.”

This is evidenced by its collaborative work with artists such as Jass Manak, Raf-Saperra, Jaskaran, Nazz, and The Ranjha, among other big names. In this respect, the label has garnered considerable global traction. This has made it possible for the label to reach out to the South Indian music scene by advocating for talents like Vedan, Dabzee, Baby Jean, and Thirumali. Notable among them is “Street Dreams” by DIVINE and JUNO Award winner Karan Aujla featuring “Problems Over Peace” by AP Dhillon and UK grime star Stormzy.

Five years into the agency, Mass Appeal India is poised for a big presence with the upcoming suite of services—creative, content, consumer, and experiential divisions. The company is aimed at catapulting the Hip Hop scene in India, which is burgeoning at a frenetic rate. Drawing on the success of the US brand that has produced acclaimed documentary work and award-winning brand work with Google, Adidas, Patron, and Amazon, Mass Appeal India will bring that same energy to Delhi, producing groundbreaking brand work and innovative storytelling across every platform.

“The past five years have been stupendous as Mass Appeal steered the ship of Indian music,” said CEO Peter Bittenbender. “It’s been incredibly gratifying to see the world waking up to the potential of Indian Hip Hop. The timing is just right to continue our growth through the launch of new business verticals, better serving our incredible local talent, and expanding our world-class storytelling capabilities.”