Indian street rapper Divine is making noise in the hip hop world and has steadily building a buzz among the underground circuit. Now Divine is emerging and expanding to wider audience, after Apple Music picked up his video, making him the first Indian artist to be launched in a video with the brand worldwide.
Divine has received a lot of love on social media for his second single with Sony Music ‘Jungli Sher’. His lyrics are his intense and deep-rooted very rough, rugged, and raw. He gives you a intense and very detail look of life in the slums of Mumbai for this single, drawing instances from his own life. Divine walked the streets through in 43 locales over a period of four days shooting video with his iPhone.
“Shooting on iPhone made it easy to capture people who would have been frightened by a big camera,” the director of the video said in a press statement.
Divine, or Vivian Fernandez, started rapping when he was in college. He taught himself to rap and refined the skill by constant practice. He wrote his first song in 2011. His first song Yeh Mera Bombay was released in 2013 and it was an ode to the Maximum city.
This was followed by Meri Gully Main last year which was a fun take on Mumbai’s street life. Sony Music Entertainment is a global music giant and is constantly adding to their roster from around the globe. Hip Hop music is transcends into urban culture around the world. Sony Music felt Divine represents and stays true to the culture of the Mumbai streets.
