The sub-label will feature a couple of establishedacts, including rapper Drag-On, and will primarily focus on scouting and signing emerging talent in the hip-hop world and beyond.
Brands are eagerly pursuing deals with established YouTube acts ( AdAge had already caught on in 2010), experimenting with how this new form of celebrity and follower interaction will work for them.
Because of high entertainment taxes, few well-established, international music acts stop off in Mumbai, preferring instead to play in Bangalore and Delhi when on tour.