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India, 12th February 2021: India’s premier hip-hop label, Mass Appeal India has partnered with Gully Gang Entertainment for the release of Indian origin rapper, recording artist, music producer and audio engineer, Shah Rule’s dual singles release ‘Hooked’ featuring globally acclaimed Shillong-based rapper Meba Ofilia and ‘Khara Sona’ from his soon to be released debut EP.
Having worked with some of the finest names from the homegrown hip-hop community and having featured in Bollywood’s first hip-hop film Ranveer Singh starrer Gully Boy and famously hailed as Indian hip-hop’s hook master, Shah Rule has steadily carved a niche for himself within the mainstream hip-hop industry.
Poised to become the next gritty street anthem with top-of-the-charts mainstream crossover appeal ‘Hooked’ and ‘Khara Sona’ will introduce the world to the inimitable and individualistic cult rap icon, Shah Rule. The dual singles thematically unearth the theme of human instinct in regards to materialism and the need to evaluate the extent of such acquisitive desires. Shah Rule’s tongue-in-cheek proto-bling-era mafioso rap with its’ effortless beat that is gutter enough for the streets but hooky enough for the radio sheds light on the personal silent scrutiny humans battle with whilst engaging in modern-day vices.
Talking about his signing and the brand-new releases, Shah Rule states, “I’m so excited to partner with the Mass Appeal India family. I started rapping at the age of 13 and since then hip-hop has been my biggest strength and I’m looking forward to showcase my passion and vision through my upcoming maiden EP. All through last year I’ve been writing music that feels connected to the naturalistic sides of life - the world, the people in it and mindsets. This song is special because I want listeners to understand that it’s normal to be smitten by materialism as a way of it being an imprint of your success but it’s important to shape yourself in such a way that you are not a slave to your desires.”
NOTES TO THE EDITOR
About Shah Rule
Born in Hong Kong, raised in Moscow, and educated in London, Indian origin recording artist, music producer and audio engineer, Rahul Shahani popularly known as Shah Rule started rapping at the age of 13. With a Vocal Diploma from the Institute Of Contemporary Music Performance and a Bachelor of Arts in Audio Engineering from SAE Institute London, Shah Rule enjoys varied skill sets that have been strategically capitalised by him on the stage and in the studio. His compilations reflect an electric mix of hard- hitting hip-hop and electronic drums, fusing soundscapes inspired by his diverse cosmopolitan roots and travels.
In 2015, he released a free album titled ‘Visualise Greatness’ featuring UK acts like Swami Baracus, Words Ali, Hope, Paulaa with each track sampling a classic Bollywood film song, which served as a transitional project for his move to Mumbai, India later on that year. He launched his debut dance single ’Tu Kahan’ in 2017 on Zee Music Company featuring singer and actress Isheta Sarckar.
Coming off a 10-day shoot with Zoya Akhtar for the film ‘Gully Boy’, he made his acting debut in 2019 playing the role of a battle rapper, competing against actor Ranveer Singh’s character Murad. In the very same year, he signed onto DIVINE’s independent venture, Gully Gang Entertainment and was roped in for the track ‘Gully Gang Cypher’. Post this he released a standalone track called ‘Kaun Hai Tu?’ featuring Raja Kumari.
Aside of this he also contributed to DIVINE’s debut album ‘Kohinoor’ on the tracks ‘Vibe Hai’ and 'Wallah’.
He kicked off 2020 with his trademark verse on Gully Gang’s Cypher Vol. 2 and in the track ‘Nahi Pata’ in the Mass Appeal India and Gully Gang Entertainment promoted EP ‘Shutdown’ alongside DIVINE and his fellow label mates. He also featured on Raftaar’s album, ‘Mr. Nair’ on the track ‘Me And My Pen’. Accelerating his entry into the decade, Shah Rule delivered an inspiring talk at the TEDxNMIMS conference alongside actor Adah Sharma and composer Qaran. Musically, he continues to stamp his name as Indian hip-hop’s hook master with an album scheduled to release later this year.
About Mass Appeal India
Based in Mumbai, Mass Appeal India is the first global extension of the Mass Appeal brand, a multi-media entertainment platform dedicated to amplifying India’s burgeoning hip-hop culture on a global scale. In partnership with Universal Music Group and Nas’ Mass Appeal, Mass Appeal India signs and collaborates with the brightest stars from India’s fastest growing music scene and works with brands and content creators to connect India’s unique culture with a worldwide audience. Connect: @massappealindia
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