DIVINE’s Gully Gang Entertainment Signs Rising Hip-Hop Star 99side After MTV Hustle 4.0 Success | Bollywood News

DIVINE’s Gully Gang Entertainment has officially signed rising rapper 99side, the Bamanwada-born artist known for raw lyricism and breakout hits like Gondhal and Subhe Subhe.

India’s homegrown hip-hop scene just got a major boost. Gully Gang Entertainment, the influential urban record label founded by global rap icon DIVINE and his long-time manager Chaitanya Kataria, has signed rising street hip-hop artist 99side (Yash Dandge). The announcement, made on September 16, 2025, marks a pivotal moment for both the artist and the label that has been at the forefront of shaping India’s hip-hop movement.

Who is 99side?

Hailing from Bamanwada in Vile Parle, Mumbai, 99side has been steadily carving his name into the fabric of Indian hip-hop. His music, marked by sharp Hindi lyricism and authentic street storytelling, reflects the grit, struggles, and triumphs of his environment.

Tracks like “Gondhal,” “Chowk Pe,” “Du Buckle” and his viral anthem “Subhe Subhe” have earned him not just critical praise but also a dedicated following online. His breakout moment came with MTV Hustle 4.0, where his high-octane performances and commanding stage presence carried him all the way to the finals, cementing him as one of the most exciting new names in the genre.

Gully Gang’s Vision

Chaitanya Kataria, Co-Founder of Gully Gang Entertainment, expressed why 99side’s signing is more than just business—it’s cultural evolution.

“99side represents the evolution of Mumbai’s sound — bold, original, socially conscious and full of energy. We’re thrilled to partner with him and build something meaningful in the years ahead, continuing to elevate the city’s unique musical voice. At Gully Gang, our goal has always been to create opportunities, break barriers, and amplify underground culture. This collaboration is a natural step in pushing that movement forward,” Kataria said.

For Gully Gang, this move comes at a time when Indian hip-hop is enjoying unprecedented visibility, with underground voices increasingly taking center stage.

Shaping India’s Hip-Hop Future

With 99side onboard, Gully Gang Entertainment strengthens its position as a cultural powerhouse. The label has already been instrumental in building platforms like Gully Fest, nurturing new talent through Gully Gang Records, and collaborating with brands to push hip-hop deeper into mainstream consciousness.

Founded as DIVINE’s imprint, Gully Gang has grown beyond a record label into a full-fledged cultural ecosystem—producing live events, curating merchandise, crafting brand partnerships, and above all, providing a launchpad for underground voices to rise.

By aligning with 99side’s gritty authenticity and street-rooted perspective, Gully Gang signals its intent to keep pushing the boundaries of what Indian hip-hop can sound and look like.

A New Chapter

For 99side, the signing represents the culmination of years of hustle from Mumbai’s lanes to national television stages, and now, into the fold of India’s most influential hip-hop collective. For Gully Gang, it’s another step in cementing its role as the heartbeat of India’s rap revolution.

And for Indian hip-hop fans, it’s a promise: the underground is not just alive, it’s taking over.