MUMBAI: The penultimate sequence of Gully Boy stays on our mind long after the movie is done. While Ranveer’s performance as underdog Murad is worth applauding, the quintessential looking rapper opposite Murad is also the reason why we remember the sequence.  The only difference is that he is a rapper in real life too. Shah Rule, a known name in the rapping field, was last seen by the audiences in the much appreciated Gully Boy.

“It was the most amazing experience. If I was on any other Bollywood set, it wouldn’t be as welcoming as Excel Entertainment, Tiger Baby and Zoya Akhtar. They are an amazing, organised and friendly team. So were the co-actors, be it Ranveer Singh or Siddhant Chaturvedi, they were super dedicated. There were many hurdles during the process of filming but in the end it was all worth it,” Shah Rules says

He has worked with top-line artistes like Hard Kaur and Apeksha Dandekar and his upcoming releases include collaboration with Raftaar, Jeffrey Iqbal, Slow Cheetah, Monica Dogra, Su Real and Dutty Deedz. His recent release on desi hip-hop, SMOKE, in collaboration with Dee MC and D'Evil garnered 159K views. On being asked what makes him want to collaborate with an artist, his response is basic but very significant, “Basically, we have to connect on friendly levels. The artiste might be great but if I can't sit in a studio with him, I wouldn’t be able to make music with him. In general, I respect every artist and appreciated similar vibe.”

Continuing, he says, “The song I am coming up with Raftaar was actually in my phone and I had almost forgotten about it. Raftaar happened to hear it and later he send me something he thought about it on Whatsapp and it all just worked out.”

In 2014, Shah received airplay from BBC Radio 1 and 1Xtra for his lead single Nomad. Shah’s debut single came via Zee Music Company in early 2017; with his dance number Tu Kahan, featuring singer/actor Isheta Sarckar. Shah Rule also ventured into the corporate sector with collaborations with brands like Red Bull, Levi’s 501, Zee Café, Suzuki and many more. 

He has featured on Made in India, which is India's first indie music podcast apart from performing alongside DJ Proof across eight cities for JagerMusic's - The Ice Cold Tour. Another unique thing about Shah Rule is that he has collaborated with many female rappers. Apart from his previous collaborations with Hard Kaur, his recent release on desi hip-hop, SMOKE, in collaboration with Dee MC and D'Evil garnered 159K views.

Shah says, “It's just a matter of perception otherwise it’s the same as working with a male rapper. We can’t overlook the efforts and work done by Hard Kaur. I had great opportunities working with the likes of Rajkumari, Dee MC also.”

Born in Hong Kong, raised in Moscow, educated in London, but of the Indian origin, Shah Rule is a unique and truly global artist. Therefore, he understands where does the music scene in India stand currently and according to him it's positive, “I think it is headed in the right direction. If you look at hip-hop genre, it has emerged so well in recent times. It is also because of the efforts taken by artists like Divine and Raftaar.”

Further adding, he says, “A lot of credit should also be given to the internet. It is no longer about the gatekeepers at the radio, who would only play what chosen labels would want them to play. Now, it is more about what the new generation is listening to and liking.”

Meanwhile, apart from music, he owns global storytelling inspired lifestyle brand, Rule Worldwide that has been endorsed by the likes of Ranveer Singh, Divine, Monica Dogra, Prateik Babbar and more.