Interview with Gravity on building Death Clutch Music
Gravity doesn’t just rap like there’s no tomorrow—he builds like it too.
From Prashna Chinha to Death Clutch Music, his journey has never been about chasing clout. He’s focused on building something that lasts. And now with the official launch of his label, he isn’t just dropping music—he’s building a system, a circle, and a standard.
In this conversation, Gravity talks about the grind behind Death Clutch Music, his take on loyalty, and why playing the long game might be the most radical move in today’s scene.
Q) You’re officially launching Death Clutch Music as a label now, but it’s been part of your identity since day one—from your first single to your debut album Prashna Chinha. How has the idea of the label evolved alongside your journey as an artist?
Gravity: Originally, when Death Clutch Music started out, the plan was to create a multi-genre band back in 2014.
As ridiculous as it sounds, that was what I was envisioning as a young, wide-eyed upstart. But as I started reaching out to people and working with them, I realized this was too much to manage and oversee—especially with the extremely low amount of resources I had.
So I just kept my best friends Adwait (NineOneOne Films, formerly Infinitium Productions) and Parth (RORO), and started focusing on just making Hip-Hop music with visuals. I pushed the collective idea for later because I was already a part of Bombay Lokal by 2016.
Time went by, and then around December 2023, me and RORO started visiting Yogi Vish’s studio, where Taunk Bawa would also drop by.
We started cooking up and stacking song after song, and then the realization hit—this is exactly what I envisioned Death Clutch Music as, in terms of attitude and energy. Since then, we’ve been at it.
Q) “Death Clutch” is a powerful, almost cinematic name.
What does it mean to you personally—and what kind of mindset or philosophy does it represent?
Gravity: The mindset is simple: we’re all here for a very limited amount of time. Everybody is in the clutch of death, and it can turn into a crushing grip at any moment. So you work like it—because any day can be your last.
That’s the philosophy and mentality of Death Clutch Music. I try to inculcate that in everyone who works with me—or I pick people who already have a similar attitude towards their passion.
Q) What’s the long-term vision and legacy you want Death Clutch Music to carry? And how do you plan to differentiate it from other independent labels in the scene?
Gravity: Quality. The music, the rapping, the overall package we present will be unlike anything or anyone else.
We’re not running behind being the best—rather, being and presenting the best version of ourselves to the world. And that, I believe, will make us stand out from the crowd.
Q) I feel like you trademarked or protected the name Death Clutch Music quite early on—maybe around 2015? How important is it for artists to take ownership of their brand legally, especially in today’s fast-moving industry?
Gravity: It’s super important. No idea is so one-of-a-kind that it won’t pop up in someone else’s head.
As soon as you have a solid idea that you think is what you want to go ahead with as your thing—registering it and getting it copyrighted is very important, especially in the internet age.
Q) Artists like RORO, Yogi, and Taunk—people you’ve known and worked with for years—are part of the Death Clutch family. In an industry that’s often competitive and unstable, how do you nurture long-term loyalty and trust within your circle?
Gravity: I think when all of you have started from the very bottom of this climb, then you want everyone to win—whether it’s before you, with you, or after you.
The timeline doesn’t matter. Just being real with each other and being true to yourself really helps.
Q) Will Death Clutch Music also focus on mentoring or developing new talent? Because that’s something I feel is missing in most Indian labels—there’s rarely any real investment in long-term artist growth. As a culture, we often chase short-term hype and overlook the importance of development. Of course, it’s easier said than done—but how do you personally see this challenge, and where does Death Clutch Music stand on it?
Gravity: I’ve always been the kind of person who doesn’t believe in instant gratification—and you can see it in my work and the way my career has been so far.
That’s the plan with the artists as well: to push them and give them the right nurturing so they can evolve and become greater than what they are.
The long game is always more gratifying—and I’m here to play that with the people I mentor or have under the umbrella of DCM.
Q) In a tough market like India, a lot of independent labels don’t last. Are you exploring things like funding, partnerships, or other strategies to keep Death Clutch sustainable in the long run? And from your experience, what’s the biggest challenge of running a label here today?
Gravity: Yes, we’re definitely exploring better distribution, funding, and everything that can help keep the operations going—and allow the talent to create at a better level.
The biggest challenge is to penetrate and saturate an oversaturated market and still stand out. If you manage to do that each time you’re out there, prosperity and consistent success will definitely follow.
Q) If you had to sum up Death Clutch Music in one line—or leave people with one message about the label—what would it be?
Gravity: Raw, ruthless and relentless with the work and the skills. Humble and down-to-earth in the soul—till it’s over.
Death Clutch Music isn’t here for trends—it’s here to last.
While most are chasing the moment, Gravity’s building something that goes deeper. A label that puts craft before clout, real loyalty over quick wins, and a mindset that treats every track like it could be the last.
It’s more than a name. It’s a way of working, and a way of living. And this is just the beginning.
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