After delivering the huge success of Gully Boy, Ranveer Singh wants to popularize rap and hip-hop through his breakthrough label IncInk, as India is seeing this genre as the new fad in brands and films.
Bollywood superstars have propelled societal fads and created huge trends for years now. Ranveer Singh, whose stardom cuts across demographics and regions of our country, has brought niche rap/hip hop music from the streets of the country and made it massively mainstream. With Gully Boy, he delivered a career-best performance and made the cash counters ringing as the film became a blockbuster. Post the success of the film, he launched his passion project, an independent record label IncInk, aimed at discovering, nurturing and promoting young artists from across the country. His first three talents are hip hop artists Kaam Bhari, Slow Cheeta and Spitfire. A genre that was once considered hugely small, rap and hip-hop has now become majorly commercial.
From political parties to brands and even films are using rap and hip-hop to promote ideas. Recent films like Article 15 and Khandaani Shafakhana have used this genre. Ranveer said, “The time of Hindustani rap and hip hop has come and this is the much-needed explosion in the music scene of India. These are exciting times for original music in India and rap/hip-hop is a huge refresher. Hindustani Rap/hip hop is no longer an underground music scene. It has become the language of the youth and it is the biggest thing happening in Indian culture today.” The actor added, “India has always produced spectacular original content and now is the time for rap/hip hop and the incredible artists whose poetry is speaking of a revolution. They are the poets of our generation and the youth is listening to what they have to say. Hindustani Rap/hip hop is here to stay and it is the voice of India that you can’t just ignore.”
(Source: PeepingMoon)
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