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Sony Music India Partners with Desi Hip Hop Inc.

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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 ’80s 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.

Global music giant, Sony Music, 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 has been front runners in this fast-growing genre and with 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 hip-hop crew Bhanga Bangla.

With Indian and South Asian hip hop scene in full flow, the time is ripe to introduce Bhanga Bangla, a Bengali crew straight out of Los Angeles. Their third single ‘Borof’ is here and is sure to make you sit up and take notice. 

Bhanga Bangla- three brothers of Bengali origin – Ivory Shakur, 41X, & Young Prince – has kindled the attention of fans through visually enticing music videos. Borof, the first release from Sony Music’s hip-hop-focused imprint, Awaaz, promises to lure a new wave of music fans and grow the hip-hop genre through fresh sounds and artists.  

What should you expect from the video? “Borof is fun, Borof is cold, Borof is us. We literally had a blast shooting this video”, say the brothers.

Growing up alongside artists from all walks of life in Los Angeles, the three brothers started out making music for a number of musicians before deciding to band together and work on music that represents who they truly are. The group is well-known for their creative music videos, and Borof doesn’t disappoint when it comes to eye-catching visuals. Shot like an action movie, the video was directed by Kyle Morgan, a seasoned professional who connected with the artists right from the start of their journey. 

Produced by 41X and Ivory Shakur, Borof found support from Chicago-born Indian producer, Peter Pradeep Madana, who engineered the record.  Look out for Borof. Released on June 21st across all streaming platforms.

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