Rukus Avenue Music Group has announced the signing of rapper and artist, Adi, to its artist management roster. This marked a significant step in the globalization of India’s recent uptick in the genre of hip-hop, as the Mumbai-based rising star became the first artist from the Asian subcontinent to sign with the Los Angeles-based music company
Aditya Lodha, aka Adi, aged 21, uses infectious instrumentals as a backdrop for his witty and charismatic vocal delivery, backed by well-penned lyrics that share perspectives unique to the two cities that have shaped his lifestyle. Having spent the last few years exploring the music industry in New York, Adi shows an immaculate sensibility to Western music, that we haven’t seen from this generation of rappers emerging from India. Adi calls on his time in the U.S. as a distinguishing characteristic for his music, which is embodied in his new single, “Rain Girl”. Surrounding this release, we saw a charming debut music video where Adi uses the character of a car mechanic to deliver a tongue-in-cheek ode to his female friend. From the beginning, you notice Adi’s diasporic understanding clearly sets him apart.
Adi’s signing with Rukus Avenue presents a change in the direction of emerging artists from South Asia, as we see them growing a larger global audience. His new E.P, to be released this summer is called “Pigeon-holed” and takes this progressive sound even further. The five-song presentation of Adi’s versatile musical ability combines the lyrical playfulness that Adi is known for, but takes in a deeper message in reflection to the evolving social climate around the world. With songs like “.22”, it is clear that the evolution of Adi’s voice is beginning to take mold. Adi will release the single “.22” on July 29th, 2020.
Music industry veteran and Rukus Avenue Chairman Sammy Chand will be directly managing Adi. “I’m very excited for Adi, as this is groundbreaking for the Indian music industry, and specifically hip hop. Adi’s music signals a new international adaptation of the music that started from here in the United States, but his undeniable talent is why this can happen. Rukus Avenue’s long history in pioneering the Indian hip hop industry makes this a perfect fit for Adi’s career going forward. We’re honored to have him join our artist roster.”
Adi was born in Mumbai, India, but attended university in New York. His passion for art and music is why he plans to strongly incorporate fashion and visual display into his musical repertoire. His signing with Rukus Avenue connects his cultural upbringing with his desire to share his work globally. “I grew up in a house with 16 people - ranging from my grandfather and ending with me as the youngest member. What that meant was that I received a filtration of generations of great music. I remember, at one point, my iPod included the likes of Mohammad Rafi, Michael Jackson and Slick Rick - all on the same playlist! I grew up wanting to emulate these legends, and I constantly strive to blend these inspirations in a distinctive and enjoyable way.”
Adi joins Satinder Sartaaj, Bappi Lahiri, G Yamazawa, Ruby Ibarra, Siva Kaneswaran, and others on the Rukus Avenue roster.
About Adi
Adi is an independent, up-and-coming hip-hop artist born and raised in Bombay, India, but who currently spends his time exploring music in New York. Given the conditions of his lifestyle, it seems inevitable that his sound offers a unique blend of Eastern and Western cultures, encapsulating the feeling of an overpopulated city - in that; it is energetic, multi-faceted and strives to offer different perspectives through well-penned lyrics and unique production techniques. His interests are not limited to music solely but also spill into fashion and design.
