DIVINE's Gully Gang Launches Fifty Nine Records To Back Emerging Indian Talent

Gully Gang Entertainment (GGE), founded by rapper DIVINE, has officially unveiled Fifty Nine Records, a multi-genre and multilingual music imprint aimed at discovering and supporting emerging talent across India.

Operating in stealth mode since 2024, the label has been developed as a platform for artists working across musical styles and regional languages. Its official launch follows the growing popularity of Duryodhan Rana's track Filam, which entered Spotify India's Daily Top 200 at No. 122 on October 30, 2026.

Originally released in August 2025, Filam witnessed a significant resurgence, generating more than 50% of its lifetime Spotify streams in the four weeks preceding the announcement. The track has also featured in over 500,000 Instagram Reels, emerging as one of the label's notable releases.

Fifty Nine Records has previously supported several releases, including Bhartiya Radio's Mafia, which generated over 2.5 million Instagram Reels, and Duryodhan Rana's Bhid Mat, which has crossed 12 million Spotify streams. Knojia's Nazra is another track in its catalogue.

During its development phase, the imprint built a roster of 17 artists and a catalogue of 35 tracks spanning hip-hop, drill, R&B, regional pop and folk-pop. Its releases feature languages such as Hindi, Haryanvi and Bhojpuri.

According to the label, its catalogue has collectively generated more than 125 million audio streams, 55 million YouTube views and over 30 billion views across short-video platforms.

Speaking about the launch, Chaitanya Kataria, CEO, Gully Gang Entertainment, said, "The idea for Fifty Nine Records was born out of our intention to platform emerging artists across India without limitations to genre and language. As our country's digital footprint expands, so does the discovery of creativity across it, this imprint allows us to do that. The inspiration behind this name was inspired by the pincode (400059) of Andheri East's JB Nagar where DIVINE grew up and honed his skill as an emerging artist before becoming the superstar he is today."

With the formal launch of Fifty Nine Records, Gully Gang Entertainment is expanding its focus on emerging artists and regional sounds. The imprint aims to create wider opportunities for independent voices across India's diverse music landscape, using digital platforms and short-form video discovery to take new talent to larger audiences.

The growing traction of Filam adds to the label's early catalogue milestones as it looks to build a broader presence across India's evolving music market.