Mumbai: MTV Hustle, India’s leading rap reality show, has partnered with Saregama for its fourth season, “Hip Hop Don’t Stop”. This landmark collaboration grants Saregama exclusive audio-video rights to all music from the season and the first opportunity to sign any of the 15 contestants. The partnership aims to push Indian rap into the mainstream and provide a dynamic platform for emerging artists.
The collaboration will amplify visibility for the show’s contestants across major platforms, solidifying MTV Hustle’s commitment to nurturing fresh talent and expanding the reach of Indian rap. Saregama’s sister brand, FilterCopy, joins as an Associate Sponsor and will feature a segment, FilterCopy Freshly Brewed Bangers, showcasing standout rap performances from each episode. Fans will also contribute lyrics through user-generated content, fostering a community-driven celebration of rap culture.
Speaking about the successful partnerships, Anshul Ailawadi, Business Head – Youth, Music & English, said, “MTV has a rich legacy of producing culture-shaping music. Over the years, MTV Hustle has grown to become the definitive melting pot of desi hip hop music, as extremely talented rap artists vie for glory in each edition. As we strive to build these young artists, Saregama makes for a great partner, to take this modern music format to new audiences. Personally, I am thrilled to see the Saregama team share our vision of building new talent and showcase fresh music globally.”
Vishwanath Shetty, D2C Business Head at FilterCopy, commented, “As one of the first pop culture creators on digital, FilterCopy has always championed fresh talent and created content that resonates deeply with India’s youth. Our partnership with MTV Hustle, the biggest talent discovery platform for hip hop in India, reflects this ethos, enabling us to celebrate the dynamic art of rap while crafting immersive experiences for young audiences.”
