Nas’ Mass Appeal Records has expanded into Pakistan, partnering with a group of talented artists including Talha Anjum, Umair, Maanu, JANI, and Blal Bloch. This move signifies a significant milestone for Pakistani hip-hop, catapulting the country’s burgeoning music scene onto the global stage.
Mass Appeal Records, co-founded by Grammy-winning hip-hop legend Nas, has taken a bold step into Pakistan, aiming to spotlight the country’s vibrant hip-hop scene. This marks a significant expansion for the Nas’ Mass. The label has previously established a presence in India in 2019 by working with artists like DIVINE and AP Dhillon.
The label has partnered with prominent Pakistani artists Talha Anjum and Umair, as well as emerging talents Maanu, JANI, and Blal Bloch. With this move, Mass Appeal is set to amplify South Asian voices globally.
Nas expressed his excitement, saying, “The energy and talent in Pakistan are truly inspiring. We look forward to this new chapter.”
Talha Anjum, known for introducing Urdu rap to the mainstream with Young Stunners, sees this as a dream come true. “It’s an honor to share my music with Nas’ label and bring it to a wider audience,” he shared.
Producer Umair gained fame with his hit track Asli Hai alongside Young Stunners. He reflected on his journey: “From making beats in my bedroom to signing with Nas—dreams do come true if you hustle hard.”
Start Of A New Era?
Maanu, the Lahore-based artist behind hits like Jhol, sees the partnership as a chance to represent Pakistani music globally. “It’s a huge moment to be part of a label that champions South Asian hip-hop,” he said.
Blal Bloch, a rising artist and producer also echoed similar sentiments. He emphasizes the influence Nas had on his own storytelling and artistry. “I grew up listening to Nas’ albums, and now being part of Mass Appeal feels surreal,” he shared.
JANI, known for blending Urdu and English lyrics, expressed his eagerness to grow his music with the label. He also hoped it would open more international opportunities for Pakistani artists.
Mass Appeal’s entry into Pakistan aligns with the growing popularity of local artists on global platforms like Spotify. The label hopes to propel Pakistani hip-hop to new heights by connecting with international audiences.
As the country’s music industry evolves, this partnership signals a promising future for artists looking to make their mark on the world stage. As Faisal Kapadia once said, “Pakistan’s music industry has always been a success story,”
