Hip-hop-focused label Mass Appeal India, launched in partnership with legendary rapper Nas last year, has signed Grammy nominated Indian-American rapper, singer, songwriter, and dancer Raja Kumari, the first-female rapper to sign with the label.
Kumari is managed globally by Cory Andersen of PRYSM Management and in India by Tej Brar of Third Culture.
Born Svetha Rao in Claremont, California, to Indian parents who emigrated to the US in the ’70s, Kumari’s first single through Mass Appeal India will be NRI, which will be released in April, with a full-length EP to follow.
Kumari will also release Goddess, a new track collaboration with Krewella and NERVO to celebrate Women’s History Month on Sunday.
Since the release of her debut EP The Come Up in 2016, she has released a series of acclaimed singles, Mute, City Slums (ft. DIVINE), Believe In You, & I Did It.
Her Bloodline EP, released via Epic Records last year, created with international renowned producers Sean Garratt and Danja, spawned the hit single SHOOK and an award winning video (South American Film Festival Award, Best Music Video 2019) and her most recent single Bindis and Bangles was premiered by Bobby Friction on BBC’s Asian Network last month, and received more than 2 million video views in its first week.
An accomplished songwriter in her own right, Kumari was Grammy nominated for her work on Iggy Azalea’s Change Your Life ft. T.I., she has co-written hit songs for Fall Out Boy (the 4x-Platinum Centuries, which earned her a 2015 BMI Pop Award), Fifth Harmony, Twin Shadow, Knife Party, Dirty South, Lindsey Stirling, and Gwen Stefani (Kumari co-wrote six tracks on Stefani’s most recent album, This Is What The Truth Feels Like).
In fall 2019, Kumari released Raja Kumari: So Far, a documentary detailing her journey as a songwriter in LA and her battle facing stereotypes and stigmas to find success.
She is a series judge and mentor on MTV Hustle, India’s first rap-reality show, which debuted in August 2019, and will return for Series Two which begins filming it’s hunt for the next rap superstar this month, Raja will once again reprise her role as a judge and mentor on the panel when the show airs later this year. Kumari is a global face of MAC Cosmetics.
She will host a new show ‘Internationally Known’, which debuts this Wednesday March 11, at 21:00 PM EST on REVOLT TV, where she will introduce the latest hip hop coming out of India.
“When I first met Raja, I knew she was someone the world needs to hear. Her presence exudes confidence and individuality – a true artist with global appeal.”
Nas
In announcing her signing to Mass Appeal India, Nas said: “When I first met Raja, I knew she was someone the world needs to hear.
“Her presence exudes confidence and individuality – a true artist with global appeal. We’re thrilled to have her on the team as the first lady of Mass Appeal India.”
“Their vision of bringing Indian hip hop to the international market is inspiring and I look forward to working together to achieve that goal.”
Raja Kumari
Raja Kumari: “I’m so excited to be joining Mass Appeal family, ever since I fell in love with hip hop it has been a dream of mine to work with Nas.
“Their vision of bringing Indian hip hop to the international market is inspiring and I look forward to working together to achieve that goal.”
She is destined to become one of the most prolific hip-hop superstars and will help introduce Indian hip-hop to the world.”
Devraj Sanyal, MD & CEO of UMG, India & South Asia added: “Raja Kumari is one of the most unique artists I’ve ever met, not just because she’s a phenomenal rapper, singer and songwriter, but also a performer’s performer as well.
“I’m thrilled to welcome her to the Mass Appeal India family, as I truly believe in her vision, her music and her absolute lust for life. She is destined to become one of the most prolific hip-hop superstars and will help introduce Indian hip-hop to the world.”
“Raja Kumari is going to play a crucial role in the growth of Hip Hop in India.”
Peter Bittenbender, Mass Appeal
Peter Bittenbender, CEO of Mass Appeal, said: “Raja Kumari is going to play a crucial role in the growth of Hip Hop in India. We are excited to have her on the team and we can’t wait to introduce her talent to the world.”
Pictured [Left-Right]: Annie Chen, VP Marketing Mass Appeal / Peter Bittenbender, CEO Mass Appeal / Andrew Kronfeld, President, Global Marketing, UMG / Raja Kumari / Devraj Sanyal, MD & CEO Universal Music India and South Asia / Adam Granite, EVP, Market Development, UMG. Music Business Worldwide
