Small X is the First MENA Artist to Sign With Global Label Mass Appeal

Moroccan rapper Small X has officially inked a deal with New York’s famed Mass Appeal Records, becoming the first artist from the Middle East and North Africa region to join the label’s ranks.

Small X’s intuitive sharp bars in Darija and commanding delivery have established him as a driving force in the evolution of the North African rap scene. From his early beginnings with iconic trap duo Shayfeen to his solo career, Small X has managed to chart his own path, showcasing his artistic versatility and contributing to a new wave of rap in the region that combined lyrical complexity with unfiltered social commentary. His debut solo EP ‘Phoenix’ accumulated over 25 million streams across all platforms. 

Mass Appeal is a global hip-hop label co-founded by Grammy Award-winning Sudanese-American artist Nas. The label is dedicated to documenting and elevating hip-hop culture in its rawest and most innovative forms, and spotlighting artists who uphold hip-hop’s core values while pushing boundaries. Its roster includes legendary artists such as Dave East, Hit-Boy, Cormega, DJ Shadow, and Boldy James, along Nas himself. Through collaborations and music projects like ‘The Hip-Hop 50 initiative’, Mass Appeal continues to shape the future of the genre while preserving its roots. 

In 2024, Mass Appeal Records expanded its footprint to Pakistan as part of its mission to amplify South Asian voices, partnering with prominent artists such as Talha Anjum and Umair, as well as emerging stars like JANI, Maanu and Blal Bloch. By bringing Small X into the fold, Mass Appeal is not only expanding its footprint but also acknowledging the growing impact of the MENA scene on the global stage. Could this be the beginning of an era where labels become a part of the artist’s brand - and, perhaps, the resurgence of more cult-following labels? 

Small X is set to release his debut project on Mass Appeal within weeks. Stay tuned.