Building on the success of MTV Hustle 2.0, youth entertainment channel MTV announced the third season of the hip-hop reality show Poco MTV Hustle 03 Represent, co-powered by Govo Soundbars, T-Series, Wildstone, and Appy Fizz.
The show will premiere on October 21, and air every Saturday and Sunday at 7:00 pm on MTV and JioCinema.
Indian hip-hop has found its own voice and following in recent years. The new season acknowledges its growing presence across the country and the show has emerged as a definitive stage for fresh rap talent. Rap artists Badshah, Ikka, Dee MC, Dino James, and EPR will judge and mentor the contestants. The new season’s performances will have a concert-like vibe and the show will be musically inclusive, featuring regional, folk, Bollywood influences and unplugged versions. The pan-India talent pool will be challenged through different episode themes, to diversify their skill-set, musicality and performances across rap genres like chill hop, lo-fi, trap, jazz, and more.
Anshul Ailawadi, Head – Youth, Music, and English entertainment, Viacom18, said, “MTV has always been a co-creator in India’s evolving youth story. The stage of MTV Hustle has truly pioneered the desi hip-hop revolution, with a powerful cultural impact across the sub-continent. The new season will represent India’s youth in the truest sense. We’re proud to bring this sonic revolution, across multiple platforms for our audience.”
Himanshu Tandon, Country Head, Poco India, said, “Rap is more than just music; it’s a powerful expression of the youth’s unyielding spirit. Poco has always been the brand for those who dare to be different, who embrace challenges, and who set new trends. Our association with MTV Hustle 03 Represent is a testament to our commitment to understanding and empowering the vibrant energy of the young generation. Through this collaboration, we’re not just sponsoring a show; we’re becoming a part of a cultural movement that resonates deeply with the millennial and Gen Z audience. Poco is thrilled to amplify the voices of India’s rap sensations and contribute to the growth of an art form that speaks volumes about the passion and resilience of our youth.”
For the third season of Hustle 3.0, JioCinema has planned a range of interactivities. A Fantasy League has been designed that will allow audiences to make their own squad and win points for predicting which contestants will get Radio hit, highest squad scores and who would be eliminated.
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