Why Are Some Hindi Rappers Famous While Others Remain Unknown?
The world of Hindi rap is a diverse and vibrant scene that has been gaining significant traction, thanks to the movie Gully Boy and the hard work of hustle-driven individuals. However, despite the genre's popularity, not all rappers achieve the same level of fame. Several factors contribute to a rapper's success, including their breakout moment, PR strategies, and the visibility provided by established labels. This article delves into why some Hindi rappers are famous, and others are left in the shadows.
The Role of Gully Boy in Boosting Rap Artists
The movie Gully Boy, released in 2019, was a significant milestone for Hindi rap. The film's success and mainstream acceptance of the genre have provided numerous rappers with an unprecedented platform to showcase their talent. Actors like Rahil Kasule and Alia Bhatt, portraying rappers in the movie, brought heightened visibility to the genre. Artists like Badshah, Raftaar, Ikka, and Lil Golu gained substantial recognition due to the movie's promotion of their work. The film's commercial success meant that their fans got to see and appreciate their music on a larger scale.
Established Artists and Their Journey to Fame
Artists like DIVINE and Emiway have been in the rap scene for more than a decade, but their breakthroughs came later. DIVINE's hit song "Yeh Mera Bombay" caught the eyes of Sony Music, leading to his signing under the label, where he found success. Emiway's rise to fame was also the result of a beef with Raftaar, which led to increased visibility and subscriber growth. These rappers have since built substantial careers with millions of subscribers on platforms like YouTube.
Independent Labels and Emerging Talent
Beyond established labels, independent labels like Kalamkaar Artistaan, Azadi Records, and EMI Cinema have played a crucial role in discovering and promoting emerging artists. Kalamkaar has KR NARMAHARJ S DEEP KALSI and Artistaan has talented rappers like Raga and Yawar. Azadi Records, on the other hand, features artists like PrabhDeep and Seedhe Maut. These independent labels not only provide a platform for rappers to release their music but also have dedicated PR teams to help promote their artists and songs. This support has significantly contributed to the growth and popularity of these artists.
PR Strategies and Branding
Propaganda and effective public relations (PR) strategies are essential for rappers to gain visibility. For instance, rappers like EMiWAY and MC STAN (previously known as MC Stan) have capitalized on beefs with other artists to gain sudden fame. The conflict between these rappers brought significant attention to their work, leading to increased visibility and subscriber growth. Similarly, proper reach and the right audience can push an artist's popularity to new heights. Many rappers are signed under PR-friendly labels that actively promote and spread their music.
Beyond the Surface: The Case of Overlooked Talent
While some rappers achieve fame through strategic moves, others remain in the shadows. Talent such as Yungsta, Frappe, Ash Rebel, 7 Kidshot, Mack Varpe, and F8L are exceptionally skilled and passionate about their craft. They simply need the right break and platform to shine. The rap scene is often guilty of overlooking real talent in favor of less skilful but more popular artists, leading to a discrepancy in recognition and success.
Conclusion
While the Hindi rap scene is rich with talent and creativity, success is not guaranteed for every rapper. The movie Gully Boy, hard work, and strategic PR have been key factors in the careers of some famous rappers. Others have either dissed established rappers or relied on their hustle to break through. Emerging rappers who are truly talented need visibility and support to rise to the top. The rap scene remains a blend of phenomenal talent and underappreciated artistry, leaving room for both passionate fanbases and undiscovered geniuses.