The rise of Indian hip-hop: ‘There’s going to be a huge opportunity…’

From labels to streaming services to brands, they’re all saying the same things: hip-hop is the hottest independent music genre in India in 2018, and it’s only going to get bigger. Hip-hop is the fastest-growing genre for streaming service Saavn. Major label Sony Music and indie label Azadi Records are each negotiating deals with more […]

Vic Mensa on hip hop and brands: ‘Nobody likes those #ad posts on Instagram!’

Streaming has helped to make hip-hop the most popular recorded-music genre in the US, according to industry-tracker Nielsen. A panel at the Cannes Lions conference today explored what this means for brands, who are mulling how best to work with established and emerging artists in the field. Artist and producer Vic Mensa was joined by […]

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