Street Rapper DIVINE's Second Single "JUNGLI SHER" Is A Viral Rage!

Video Receives Worldwide Debut On Apple Music

(New York, NY - April 5, 2016) - Sony Music is proud to present "Jungli Sher" (literally translates to Wild Lion) from rapper, composer and the new face of hip-hop in India DIVINE. The song, which has now been called a viral phenomena, witnessed a worldwide video debut on Apple Music, a very first for an Indian artist. Within a week, the song was released on YouTube and today stands at over 400,000 views and is leading across India's radio stations.

View/Share "Jungli Sher" on YouTube:

https://www.youtube.com/watch?v=9Wsi7YTI2nY

"This is the real hip-hop scene in India", "talks about my life, my struggles and my wins", "thanks Divine, your music help us get through our day",  - these were just a few comments on "Jungli Sher" within hours of the release of the song.

The new song written, co-composed and performed by DIVINE is his life story from the streets of Mumbai, representing the voice of the common man. Produced by Sony Music and helmed by ace director Vandana Kataria, the video was shot on iPhone 6s connecting with audiences across age groups and demographics in 43 locales over 4 days and nights in Mumbai (India).

An excited DIVINE says,"Khiladi mere jungli hain and that is so true! Jungli Sher is my story, yours and everyone's story. I am extremely excited that my team and Sony Music, together, have released this song and through them it will reach millions of ears. The response has been tremendous and I could have not asked for more."

Shridhar Subramaniam, President - India & Middle East added, "DIVINE is an exceptional talent who represents the changing urban face of the Indian music scene. His raw lyrics on the struggles of today's urban youth has made him a working class hero. This fresh young rapper is an unstoppable phenomenon. Voted as one of the ''Best of 2015' by Apple Music, his sophomore single 'Jungli Sher' is a powerful take on his personal journey. The impactful music video has been entirely shot on the iPhone 6s at 4K and the results are phenomenal. We are extremely encouraged by the response we have received globally and we are confident that Divine and his music will make a strong impact on the music scene."

Director, Vandana Kataria shares her experience shooting the music video on iPhone 6s,

"Shooting on iPhone allowed us the comfort of shooting across 43 locations spread all over Mumbai and made it easy to capture people who would have been frightened by a big camera. The professional quality of the final video is simply stunning, and making use of the Moondog Labs anamorphic adapter formed the very aesthetic of the video", she adds.

A local boy from the slums of Mumbai, DIVINE has crafted his journey from growing up in the streets to now being a poster boy. His award winning 2013 release "Yeh Mera Bombay" (Translates to 'This is my Bombay') went viral and thereafter received exposure on local radio stations across the country. His 2015 summer-smash "Mere Gully Mein" ("In my Streets") was not only honored as the 'Best Video of 2015' by Rolling Stone Magazine, but further established him as one of the premier hip-hop acts that garnered him an international listenership through plays on Beats1. He was also awarded 'Best New Artist 2015' by iTunes and Apple Music in India and as one of the top 6 artist to watch-out for in 2016 by the BBC Asian Network. 

With him, every song has a premise and every word has a deep rooted meaning, and "Jungli Sher" is exactly that. Sony Music signed DIVINE in 2015 with an aim to encourage the global urban culture, which is not only music, but a lifestyle and an attitude that DIVINE represents.  For more information on DIVINE, connect with him on Facebook, Twitter and Instagram.

  Purchase "Jungli Sher" on iTunes

  Listen To "Jungli Sher" on Spotify