The partnership, sealed with the release of ‘Aak Paak‘, signals a new chapter in cross-regional music collaboration.
In what is being seen as a significant move in India’s independent music landscape, South India-based artist management and cultural collective Alt+ has announced a strategic partnership with Gully Gang India, the Mumbai hip-hop label founded by rapper Divine in 2019.
The partnership brings together Alt+, known for managing acts such as Vedan and MC Couper and for large-scale cultural programming across the southern scene, and Gully Gang, a label that has become synonymous with the country’s street rap movement since its founding.
Unlike many industry tie-ups announced top-down, this one is said to have grown from informal conversations before taking formal shape. The partnership has already moved beyond announcements, with the release of “Aak Paak” by Jamaica and 2Puff serving as its opening statement. The track has begun gaining traction and is being seen as an early indicator of the creative chemistry the two entities could produce together.
For Alt+, the tie-up offers reach. For Gully Gang, it opens a door into a southern market that remains culturally expansive and commercially underexplored. Both labels believe the region has the talent; what it has often lacked is the right infrastructure, mentorship, and national exposure.
Operationally, the two teams are already in motion, exchanging music, scouting new artists, and developing projects that span releases, live events, and brand integrations. Internal A&R teams from both sides are actively engaged, with an eye on identifying voices that could define this cross-cultural movement.
“We see this partnership as a door opening. One that allows us to support more artists, enable cross-cultural collaborations, and take the regional independent hip-hop scene to a global stage.” – A&R of Alt+
The intent, both sides say, is long-term. By combining Alt+’s grassroots footprint in the South with Gully Gang’s influence in the Indian hip-hop space, the partnership is positioning itself as a bridge, one that could carry regional narratives to a national, and eventually global, audience.
Read More Entertainment Content Here
