DIVINE’s Fifty Nine Records steps into the spotlight with a 17-artist roster

India, November 4, 2026: Fifty Nine Records, the multi-genre, multi-lingual music imprint launched by rapper DIVINE, is making its official debut after operating behind the scenes since 2024. The label aims to bring emerging musical voices from across India to the forefront, cutting across regional, linguistic and genre boundaries.The announcement comes on the back of a major digital breakthrough for its latest release, ‘Filam’ by Haryanvi rapper Duryodhan Rana. Originally released in August 2025, the track has witnessed a sudden surge in popularity, with over 50% of its total Spotify streams coming in the last four weeks. It climbed to No. 122 on Spotify India's Daily Top 200 chart on October 30, while featuring in over 5 lakh Instagram Reels.Built to provide independent artists with a platform beyond geographical and musical limitations, the imprint has spent the past two years developing a roster of 17 artists. Its catalogue comprises 35 tracks across hip-hop, drill, R&B, regional pop and folk-pop, with music spanning languages such as Hindi, Haryanvi and Bhojpuri. Despite its low-key launch, the venture has already clocked over 125 million audio streams, 55 million YouTube views and more than 30 billion views across short-video platforms.‘Filam’ is not the label's first digital success. Bhartiya Radio's ‘Mafia’ generated over 25 lakh Instagram Reels, while Duryodhan Rana's earlier release ‘Bhid Mat’ crossed 12 million Spotify streams. Knojia's critically acclaimed track ‘Nazra’ has also contributed to the imprint's growing regional footprint.Explaining the vision behind the venture, Chaitanya Kataria, CEO, Gully Gang Entertainment, said, “The idea for Fifty Nine Records was born out of our intention to platform emerging artists across India without limitations to genre and language. As our country's digital footprint expands, so does the discovery of creativity across it. This imprint allows us to do that. The inspiration behind the name comes from the pincode (400059) of Andheri East's JB Nagar, where DIVINE grew up and honed his skills as an emerging artist before becoming the superstar he is today.”Amit Ojha, Head – Label Imprints, added, “We intentionally kept Fifty Nine under wraps so the music could speak for itself first. Our roster is now charting nationally and building hyper-engaged audiences far beyond their home regions, all while staying entirely true to their localised sounds. Duryodhan's chart entry is the blueprint, and he is only the beginning of what we have in the pipeline.”You use AI every day. Now get your AI Quotient. Take the AIQ testGet the latest Lifestyle News and more. Download the TOI app.