MUMBAI: Sony Music Entertainment has signed on Mumbai based award winning rapper and hip-hop artist Vivian Fernandes aka Divine to its artist roster. 

According to Sony Music, hip hop has transcended into a global urban culture and goes beyond music, it is a lifestyle and an attitude for people. And an artist like DIVINE represents that culture and is known for being ‘the Voice of the Streets’.

 
Encouraging the same culture Sony Music through Divine is looking to represent the voice of the youth and the word on the streets. Commenting on this, Divine said, “I am excited to be associated with one of the best labels in India and I couldn’t have asked for more. Together we are going to break some rules and create some great music.”

 
Divine shot to fame with his first single Yeh Mera Bombay (This is My Bombay), an ode to the diversity of the city and the increasing gap between the rich and the poor. This video went viral and thereafter received a lot exposure across media. His recent 2015 summer-smash “Mere Gully Mein,” where he raps about the streets of Mumbai and the ghettos garnered him an international listenership. 

 
One can also hear Divine in Nucleya‘s latest track ‘Jungle Raja’ which was last heard at the opening act for Skrillex,  where he featured along with Nucleya.

 
Born and brought up in the ‘gullies’ of Mumbai, Divine, through his music, narrates tales of people that he's grown up observing since childhood while paying homage to the characteristics of the city.