The global hip hop label co-founded by Grammy Award-winning artist Nas, has launched in Pakistan.
In a move the company says aims to highlight the country’s “dynamic and evolving” hip hop scene, Mass Appeal has partnered with prominent Pakistan-based artists Talha Anjum and Umair, as well as emerging stars JANI, Maanu, and Blal Bloch.
The label’s expansion into Pakistan follows its launch in 2019 in India, where artists like DIVINE, AP Dhillon, and Karan Aujla have all achieved significant success.
Mass Appeal said on Friday that its latest geographic expansion “strengthens the label’s mission to amplify South Asian voices and cement its presence as the global home for hip hop”.
Karachi-born TalhaAnjum, described by Mass Appeal as a “trailblazing” rapper, songwriter, and lyricist is the co-founder of music duo Young Stunners, alongside Talhah Yunus and producer Jokhay.
Talha is credited with introducing Urdu rap to mainstream Pakistani music.
Also born in Karachi, Umair [Muhammad Umair Tahir], started making beats at the age of 13 and was influenced by musicians such as Mike Dean, WondaGurl, Metro Boomin and Travis Scott which Mass Appeal says “played a huge part in shaping his sound”.
The producer, who started making house music in 2016, released his debut hip-hop single, Asli Hai, with Young Stunners in 2019. Mass Appeal notes that it “made waves in the subcontinent and peaked at No.1 on YouTube Charts”.
Muhammad Ali Khan, meanwhile, aka JANI, blends Urdu and English lyrics with Hip Hop beats and is known for his songs Anjaan and Yaad Mein, and is currently topping charts in Pakistan.
Maanu, born in Lahore, is described by Mass Appeal as a “mesmerizing” artist and one of the youngest musicians in the new wave of Pakistani music. He has “captivated the Pakistani music scene with his unique blend of pop, love songs, rap, and hip hop,” according to the label.
Mass Appeal has also signed rising singer-songwriter, rapper, producer and multi-instumentalist Blal Bloch, one half of the duo Towers.
Mass Appeal says he “has firmly established himself within the contemporary music scene of Pakistan”. Beyond his solo career, Blal is a highly sought-after collaborator, working with top artists in Pakistan.
“The energy and talent in Pakistan are truly inspiring and we are looking forward to this exciting new chapter.”
