Dawn Images

Mass Appeal Records, a globetrotting label co-founded by legendary Grammy Award-winning artist Nas, has expanded into Pakistan and partnered with a host of hip-hop artists in the country.

In its mission to amplify South Asian hip-hop voices, the company has signed Talha Anjum, Umair, Maanu, JANI, and Blal Bloch. The move serves as a stepping stone for some of these acts, catapulting Pakistan’s burgeoning hip-hop scene onto the global stage.

Nas and his label expanded into India in 2019, partnering with artists like DIVINE, AP Dhillon, and Karan Aujla. Expressing his excitement about their venture into Pakistan, Nas told Music Business Worldwide, “The energy and talent in Pakistan are truly inspiring, and we are looking forward to this exciting new chapter.”

Anjum, one half of Young Stunners, recalled how growing up in Karachi, he drew inspiration from artists like Nas and is now honoured to share his music with Nas’ label. “It is a tremendous honour,” he was quoted by the outlet as saying. “I eagerly anticipate presenting my music to a broader audience.”

Umair, the Karachi-born producer who made waves with his debut album Rockstar Without A Guitar, also chimed in. “From late nights making beats in my bedroom to signing with one of the greatest — Nas and Mass Appeal. Dreams do come true when you hustle like your life depends on it.”

The ‘Smile’ singer hopes the partnership will place the desi hip-hop scene on the global stage. “I hope it opens more doors for us artists internationally,” he added.

Mass Appeal’s entry into Pakistan signals a shift in the country’s musical landscape. As labels and aggregators become more and more accessible to artists at home, they find themselves more connected to the global music scene.

Like Maanu, the Lahore-based sensation and ‘Jhol’ singer, said “It’s a huge moment to be part of a label that’s championing the new wave of South Asian music, particularly in hip hop.”

However, the outcome of labels like Mass Appeal investing in Pakistani artists has yet to be seen. As Faisal Kapadia once said, “Pakistan’s music industry has always been a success story,” but with streaming making music distribution easier, and labels now being responsible for putting an artist on the world map through collaborations, international gigs, and digital marketing, there is much that needs to be done to fully realise our music’s potential.