India’s Gully Gang Entertainment, the independent hip-hop label co-founded by rapper Divine, has launched Fifty Nine Records, a multi-genre, multi-lingual imprint that has operated in “stealth mode” since 2024.
The sub-label is “dedicated to platforming next-generation talent from across India.” Over the past couple of years, it has built a catalogue of 35 tracks by 17 acts spanning rap, R&B and pop in Hindi, Haryanvi and Bhojpuri.
Catalogue reach#
The company said the imprint’s releases have accumulated the following:
- 125 million audio streams
- 55 million YouTube views
- More than 30 billion plays on short-video platforms
“Filam” becomes the label’s biggest chart hit#
The launch follows the label’s biggest chart success to date: “Filam,” a Haryani hip-hop track by rapper Duryodhan Rana. It has peaked at No. 73 on Spotify’s Daily Top Songs chart for India so far.
The track was released in August 2025, went viral in October and has since been used in more than 500,000 user-generated Reels.
Other releases#
- “Bhid Mat” by Rana, which has crossed 12 million streams on Spotify
- “Mafia” by Bhartiya Radio, the hip-hop project of music producer Ayyo Ragnar, which has over 17 million plays on Spotify and 2.5 million Reels on Instagram
Name, structure and roster#
The imprint takes its name from the area code for JB Nagar, a neighbourhood in Andheri East, Mumbai, where Divine grew up. It will serve as a funnel for the main Gully Gang Entertainment label.
Apart from Divine, the flagship label’s roster includes half-a-dozen artists, among them rappers AFKAP, D’Evil, 99side, Rush, Sammohit and Tsumyoki. The company also manages each of them.
Artist development plans#
Chaitanya Kataria, chief executive officer (CEO) of Gully Gang Entertainment, said: “The idea behind Fifty Nine Records was to find emerging artists.”
Most of the label’s deals are for a single song or multiple songs. Kataria described the long-term aim as “to upscale the artist to maybe our flagship label and invest more in them, [while simultaneously] bringing them under our management wing for a more cohesive artist growth strategy.”
