Gully Gang Entertainment Launches Fifty Nine Records To Spotlight Emerging Indian Talent

Gully Gang Entertainment (GGE), the independent hip-hop label founded by rapper DIVINE, has officially launched Fifty Nine Records, a multi-genre, multi-lingual imprint aimed at discovering and promoting emerging music talent across India.

The label, which has been operating under the radar since 2024, is stepping into the spotlight following the success of its latest release, ‘Filam’ by Haryanvi artist Duryodhan Rana. The track has entered Spotify India’s Daily Top 200 chart, reaching No. 122 as of October 30.

Originally released in August 2025, ‘Filam’ has witnessed a significant surge in popularity, with more than 50% of its lifetime Spotify streams generated in the last four weeks. The track has also gained traction on social media, featuring in over 500,000 user-generated Instagram Reels.

Fifty Nine Records was established to create opportunities for artists across languages, regions and musical genres. During its two-year development phase, the imprint built a roster of 17 artists and released a 35-track catalogue spanning hip-hop, drill, R&B, regional pop and folk-pop, with music in languages including Hindi, Haryanvi and Bhojpuri.

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

‘Filam’ follows a series of digital successes for the imprint. ‘Mafia’ by Bhartiya Radio generated over 2.5 million Instagram Reels, while Duryodhan Rana’s earlier release ‘Bhid Mat’ crossed 12 million Spotify streams. Knojia’s track ‘Nazra’ has also contributed to the label’s growing regional music presence.

Commenting on 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.”

Amit Ojha, Head – Label Imprints, Gully Gang Entertainment, added, “We intentionally kept Fifty Nine under wraps so the music could speak for itself first. Our roster is now charting nationally and building hyper-engaged audiences far beyond their home regions, all while staying entirely true to their localized sounds. Duryodhan's chart entry is the blueprint, and he is only the beginning of what we have in the pipeline.”

With Fifty Nine Records now formally entering the market, Gully Gang Entertainment is looking to expand its focus beyond hip-hop and build a platform for emerging voices from across India's regional and independent music ecosystem.