What began as a dream nurtured in the halls of the University of Westminster has turned into a historic signing with Def Jam, a hip-hop record label and division of Universal Music Group (UMG) for India and South Asia. As the label’s first-ever Telugu rap artist, Music Production, Performance and Business BA Honours alumnus Rohan Hulikunta is fusing London’s sonic diversity with his Hyderabad roots, proving that authenticity, persistence and cultural pride can open global doors.
1. How did the deal come about and what was your initial reaction when it became official?
It started off as cold Instagram messages to A&Rs, who look for new talent for labels, but I think it was my vision of representing my region Hyderabad and being one of the few ones representing the language that boosted my visibility and helped gain recognition on my social media. When it became official it was out of this world, this is literally the first-ever label deal I signed in my entire life, and it was with Def Jam! I could not have been happier. I have a vision of representing my language Telugu which is very underrepresented, and this deal proved I was not delusional about lifting my scene up.
2. How has your experience at the University of Westminster influenced your music, creativity or outlook on the industry?
The University of Westminster is a cultural pot. I had a chance to network with people from nearly all over the globe under a single roof, which is not that easily accessible in India. This made me understand that representing our culture is a personal pride and achievement and so is an art created by any artist of any form. This pushed me to do something for my scene.
The University then helped me gain practical knowledge about the music industry which helped me negotiate the deal from the very execution stage to negotiating what belongs to me and what I was worth. It takes a lot of time for any artist to understand their art fully and after this is achieved, there is a whole different business side to it which is equally crucial to understanding the art. The University clearly pushed me to understand all these aspects in the three-year course.
3. Def Jam has a massive legacy in global hip-hop and R&B. What does it mean to you to be part of the label and what do you hope to bring to it?
I could not be prouder about representing my hometown in a family of artists that holds a global legacy. This is practical proof that shows what the Telugus are up to, and it makes me even more proud that this helps the younger generation, showing them that this is something they can look up to and push themselves to do. I am Def Jam’s first-ever Telugu rap signee. This is an amazing opportunity for Def Jam to also expand into a region which is untapped but has a massive potential to grow since there are millions of Telugu speakers around the globe.
4. Can you tell us a bit about your creative process? How do your ideas evolve from concept to the finished track?
I speak about my perspectives about life, my experiences, my views and obstacles we all go through in our lives, and I aim to keep it as authentic as possible. This is why I use words and phrases that I speak in my daily life, since, in the end, hip-hop is all about relatability and authenticity to which I aim to do maximum justice to.
5. What kind of themes or messages do you want listeners to take away from your music?
Growing up, the Telugu language never seemed cool or something people could look up to, so with my music I want the Telugus as well as everyone else to understand how creative and cool the Telugu language is.
6. How has being in London shaped your artistic direction or collaborations?
My music has massive London influence, and this is what is unique about my sound as well. Lot of A&Rs I spoke to were quite interested in the fusion I am creating with the Telugu language and London’s sonic influences, making my sound global. So, London has indeed made a huge difference in finding my sound.
7. What is your favourite memory from your studies at Westminster?
The University of Westminster has given me my first event TV composer credit and it was for the BBC! It is not so common that universities provide opportunities like this and let their students earn money from it. I was told this news by my teacher in the University cafeteria, and I will never forget that day, this was my most favourite memory.
8. So, what is next?
I have been offered funding by Youth Music for my upcoming song PURPLE featuring a British-Telugu singer Saloni, which is a song that feels like an emotion in the form of colour. This is the first-ever Telugu-Afro Rap track. I am very excited to introduce this sound to the world.
Find out about Music courses at the University of Westminster.
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