COVER STORY: Dino James: Scaling New Heights in Hip-Hop 

Reflecting on his journey thus far, Bhopal-raised, Mumbai rapper Dino James acknowledges the rollercoaster ride that comes with pursuing a career in hip-hop. Having experienced the many ups and downs that come with being an artist, James counts these moments as ones that have shaped him as an artist. He says, “I feel incredibly fortunate and blessed.” In 2023, James ventures beyond music into the television world while keeping his focus on his upcoming album and singles that are in the pipeline. Nearly seven years after his vulnerable breakout hit “Loser” in 2016, it is evident that James’ journey is far from stagnant, with each new endeavor propelling him forward. 

In 2022, James released his full-length debut album D, which displayed a variety of soundscapes and lyrical themes. The album serves as a genuine representation of who he is as an artist. “[The songs on D] showcase the diverse range I possess as a rapper, music director, and songwriter,” says James.  

With James now on his way to achieving further success and cementing his position as one of the top rappers in India, we caught up with him to discuss what he has in store next, what success means to him and more. Read below:  

Last year you released your full-length debut album D – the record covers a number of soundscapes and lyrical themes – what can you tell us about the story of this record, and do you think this album is the truest representation of yourself? 

This album is a genuine reflection of who I am as an artist. Initially, my intention was to create visuals for each of my songs. However, I’ve come to realize that it’s important to compile these songs and showcase the diverse range I possess as a rapper, music director, and songwriter. This album serves as a unique opportunity for me to express my art, hoping that people will connect and resonate with it on a deeper level. 

YouTube played a big role in terms of you getting noticed – what do you think about the platform as an artist? 

During the era when I started my journey with music, the ecosystem wasn’t as developed as it is today. There was a lot of uncertainty and insecurity, especially within the hip-hop industry. 

Nevertheless, I was driven by the passion to create and follow my heart. YouTube became my sanctuary, the one platform where I had complete ownership and the freedom to express myself exactly as I desired. I am forever grateful to this platform because it allowed me not only to present my music but also visually showcase my art, enabling me to reach and connect with people in a profound way. 

In your songwriting there’s a lot of storytelling involved too, is that something that you always set out to do when creating a song? 

I draw inspiration from my Guru, particularly artists like Eminem, Kendrick Lamar, Dr. Dre, and many others who prioritize their craft of writing, which resonates deeply with people. When I first discovered hip-hop, it wasn’t about the flashy gold chains or fancy cars; it was about finding a voice, a platform to speak out and express opinions through music. That’s precisely the essence I infuse into my songs—expressiveness and emotional depth. Whether it’s through tracks like “Girlfriend,” “Loser,” “Yaadein,” or “Hancock,” I strive to pour my heart and soul into every lyric, allowing my emotions and feelings to intertwine with the music. It’s about creating a genuine connection with listeners through my art. 

Your music is relatable to most no matter one’s background – which is quite unique. How do you feel about that, that your songs are able to reach a wide audience? 

I consider myself incredibly fortunate to have the opportunity to reach a broader audience with my music, but that was never the primary objective when I initially created and shared my songs. There’s a saying that goes, “The most personal feeling is often the most universal,” and that resonates with me deeply. Through my songs, I’m simply expressing myself and sharing my thoughts and emotions. I don’t know how my songs will be received or interpreted, but I write what I feel and think in the present moment. Back then, I was in a state of writing and sharing my songs, and to my surprise, people embraced them and showed their support. I am sincerely grateful to my audience for allowing me to voice my thoughts and beliefs, and for believing in me. 

What does success mean to you? What are the biggest traits of successful artists? 

To me, success means being able to provide for my family, having the freedom to live happily, eat well, stay fit, and express myself exactly as I want. It’s about feeling like a free bird, pursuing my passions with the support and resources I need. It’s about bringing my A-game and ensuring the well-being of my loved ones. In essence, success is a simple yet fulfilling life, where I can take care of my family and enjoy the things that truly matter. 

What did it mean to you to be signed to Def Jam India last year? 

Def Jam has been home to the legends in hip-hop – Jay Z, Kanye West, Snoop Dogg and many others. Being the first artist from India to be a part of the same home was an achievement for me. It meant that my hard work and talent were recognized. Collaborating with them on my album gave me valuable opportunities to grow as an artist and reach a wider audience. It was a transformative experience that elevated my music career and solidified my presence in the industry. 

Ever since you’ve been involved with music, what are some moments that stand out for you? 

There have been numerous standout moments throughout my music journey that hold a special place in my heart. The recognition my songs were getting, [it] felt good to see my hard work come to fruition and the joy of connecting with listeners is exhilarating. Collaborating with incredibly talented artists and musicians has been a source of inspiration and growth for me, pushing me to explore new creative horizons. Additionally, being recognized and receiving support and love for my work has been incredibly humbling and served as a validation of my artistic endeavors. Each of these moments has contributed to my artistic journey, motivating me to continue pursuing my dream. 

Every moment in the music process holds its own special magic. From the initial creation of a song, there are lines that make you feel like you’ve tapped into something divine. In the studio, there are exhilarating moments when you listen to your own songs after they’ve been mixed and mastered to perfection. The beauty of the music journey lies in the countless unforgettable moments that seem never-ending. 

Which artists are you currently listening to at the moment? 

Lately, I’ve been enjoying a lot of music from South African artists like Black Coffee, while also keeping my favorite artists like Eminem and J Cole on repeat. Additionally, I’ve been exploring the diverse music scene in the UK. It’s a mix of different sounds that keeps my playlist fresh and exciting. 

What releases are you working on? 

There is a lot in the pipeline and I want to make sure it goes well. Very exciting releases lined up! 

Who has been a collaborator of yours from whom you have learned a lot? 

I have been fortunate to collaborate with several talented individuals throughout my artistic journey, and each collaboration has taught me valuable lessons, hard to name one. These collaborations go beyond music – filmmaker Himanshu Tyagi who has directed all of my music videos, Bluish who is a music producer, Mikhael a cinematographer and DOP and my team at Shark & Ink 

Their insights and guidance have helped me refine my craft, explore new artistic territories, and grow as an artist. It’s through collaborations like these that I have been able to expand my horizons and continually evolve as a musician and performer. I am grateful for the opportunities to learn from talented collaborators and for the mutual exchange of knowledge and inspiration that takes place in these creative partnerships. 

What are the most challenging goals for you musically? 

My goal is to reach new heights and bring my ideas to life using the gifts that God has given me. I don’t see it as a competition with others; instead, I challenge myself to see how far I can go with my music, visuals, creativity, and business ventures. Money has never been my main focus; rather, it’s about creating and satisfying myself as a creator while receiving love and support from my fans and loved ones. My ultimate joy comes from sharing my art and being appreciated by those who resonate with it. 

Your advice to people starting out in the industry 

Be real, don’t try to copy anybody. Just be yourself and believe in yourself. People will see your art and they will resonate with you. 

Cover Credits:
Management: Shark & Ink
Photographs: Lost Films
Styling: Aviksha Shirtadi
Assisted by: Sakshi Jain
Jacket: L’avenir Skin
Jewellery Courtesy: Drip Project
HMU: Swapnil Haldankar