India gets a new multi-genre sub-label celebrating country's multi-lingual music

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Amid the country’s growing love for Indian music, producers and musicians get a new avenue to showcase their tunes as Gully Gang Entertainment, the pioneering independent hip-hop label founded by Indian rap icon DIVINE, has unveiled Fifty Nine Records, which is a multi-genre, multi-lingual imprint dedicated to platforming next-generation talent from across India. 

Operating in stealth mode since 2024, the breakout sub-label steps into the spotlight as its latest release, ‘Filam’ by Haryanvi artist Duryodhan Rana, breaches the Spotify India Daily Top 200 chart.

Originally released in August 2025, ‘Filam’ has transformed from a slow burn into a runaway viral phenomenon. Over 50 per cent of the track’s lifetime Spotify streams were generated in the last four weeks alone, propelling it to number 122 on the Spotify India charts as of October 30th. The sonic wave has simultaneously taken over social media, soundtracking more than 500,000 user-generated Instagram Reels to date.

Fifty Nine Records was designed to dismantle geographical and genre barriers, offering emerging artists a launchpad without creative boundaries. Over its two-year quiet developmental phase, the imprint has built an eclectic roster of 17 artists, delivering a 35-track catalog that spans Hip-Hop, Drill, R&B, Regional Pop, and Folk-Pop. Showcasing India’s vast cultural tapestry, the music features verses in Hindi, Haryanvi, Bhojpuri, and more. This strategic foundational phase has quietly amassed over 125 million audio streams, 55 million YouTube views and over 30 billion views on short video platforms.

‘Filam’ is the latest single for an imprint that has consistently engineered grass-roots success. 

The sub-label recently marked the milestone with ‘Mafia’ by Bhartiya Radio, which generated over 2.5 million Instagram Reels. Rana’s previous single ‘Bhid Mat’ further solidified the imprint’s regional dominance, crossing 12 million Spotify streams and establishing him as a vanguard of Haryanvi rap, alongside Knojia’s critically acclaimed track ‘Nazra’.

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