This Mumbai Street Rapper Is The First Indian To Have A Video Launched By Apple Music

29/03/2016 6:54 PM IST | Updated 15/07/2016 8:26 AM IST
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Indian street rapper Divine has been receiving a lot of love on social media for his second single with Sony Music ‘Jungli Sher’, after Apple Music picked up his video (shot on an iPhone by the way), making him the first Indian artist to be launched in a video with the brand worldwide.

The artist who has now created a niche for his intense and deep-rooted lyrics, has focused on life in the slums of Mumbai for this single, drawing instances from his own life. Raw, and brimming with attitude, the song is complemented by a video that was shot in 43 locales over a period of four days and shows Divine walking through the streets.

“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 initially captured the spotlight in 2013 with his first (personal) release ‘Yeh Mera Bombay’, that quickly went viral on social media. He was signed on by Sony Music last year and came out with ‘Mere Gully Mein’ which was declared by Rolling Stone as the best video of 2015. He was also awarded the Best New Artist 2015 by iTunes and Apple Music in India, and made it into the list of top six artists to watch out for in 2016 by the BBC Asian Network.

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