MUMBAI: IncInk Records is out with two big announcements this lockdown. IncInk’s newest signee is the 21-year-old rapper Devil The Rhymer aka Abhay Prasad, the fourth raw talent we discovered back in 2017 while working on the commercial brief that planted the seed of IncInk. Hailing from Delhi, Devil The Rhymer’s uninhibited use of expletives and his dark sonic and visual aesthetics are raw slices of realism from the streets. He mesmerizingly presents this as an all- out assault with exhilarating speed and lyrical depth that hasn’t before been witnessed in the country. Devil The Rhymer is currently working on projects which will be out later this year.
IncInk Co-founder Ranveer Singh: It is rare to have an artist come along that captivates you. Your senses are heightened and you are with the artist on a ride. Devil the Rhymer is that guy. Before I knew his name, I heard him rap. I was like who is that guy. Speed, depth and fearlessness at its highest expression. I want that feeling, to be immersed in his artistry as a listener. Can’t wait for the drop!
Our latest release Mehfil-E-HipHop is a celebration of collaboration, unity and inclusivity, a bond that music solidifies even more so during such unprecedented times. The track features Kaam Bhaari, Spitfire, SlowCheeta and Devil the Rhymer. Each artist with their own individualistic style and flair, though cities apart – came together for a song produced by Nuka (Anushka Manchanda), and through the journey of this song the physical distance between all of became irrelevant, only their sonic unity mattered.
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The song was created and the music video was shot entirely during lockdown. As a self-shoot project undertaken by the artists from their respective homes, they were guided by our co-founder Navzar Eranee who guided them remotely.
Head of IncInk Art Studio Mihir Sud: In this dystopian time, for the lot of us who cannot imagine life without music, it was a lot more exciting to imagine a future where we could all come together and be safe, vs a dooms-day, digital future. Which just doesn’t cut it. The Mehfil-E-HipHop art was conceptualized to be a little bit of hope for this future, drawn deliberately in a woodcut style to give a sense of age and time…where we could all for a moment to experience, for now, what seems a far cry, the pure joy of a collective celebration!
Head of Music NUKA: As we all adapt to this new world, a space has been created for artists to look inwards, educate themselves further, and to learn and unlearn. Out of tough times comes growth. From the rappers coming together to do this despite their own personal battles, building their own acoustic booths, learning the use of software, to the mixing engineer RĀKHIS working with audio recorded on different devices in completely different environments, there is a spirit of DIY that has given this track a playfulness that I love. Mehfil-E-HipHop is personal to us all at IncInk, a reflection of the times we are living in, and one year of the label through the rappers’ eyes.
Co-Founder Navzar Eranee: ‘Mehfil’ denotes a courtly, yet intimate performance shared with friends, family and music lovers. ‘E’ denotes the electronic age, the age of digital exchange and ‘Hip Hop’ is the voice of the soul. In a time when people are using fear to ostracize each other, it only made sense for the artists to bond together within a song. Once again, they inspire me !
The ISL (Indian Sign Language) video for Mehfil-E-HipHop will be out soon – as part of our pledge to make music accessible to the Indian deaf community.
