Mumbai: MTV Hustle is teaming up with Saregama to elevate Indian hip-hop and provide emerging artists the spotlight they deserve. As per the press release music label gains exclusive audio-video rights to all music from MTV Hustle Season 4: Hip Hop Don’t Stop and the first opportunity to sign any of the 15 talented contestants. This strategic alliance marks a key moment in the evolution of Indian hip-hop, pushing rap culture into the mainstream while offering a powerful platform for artists to break into the music industry.
A press release states that with this partnership, MTV Hustle 4: Hip Hop Don’t Stop is set to elevate Indian rap to new heights, ensuring wider visibility for contestants across major platforms. It further strengthens MTV Hustle’s reputation for nurturing fresh talent and expanding the boundaries of Indian rap within a rapidly evolving musical landscape.
FilterCopy, a sister concern of Saregama, joins as an Associate Sponsor for MTV Hustle Season 4: Hip Hop Don’t Stop. As part of this collaboration, FilterCopy will feature a segment, ‘FilterCopy Freshly Brewed Bangers’, showcasing standout rap performances from each episode. Popular FilterCopy talent will collaborate with contestants to create engaging content, leveraging the platform’s audience to amplify the rap movement. Fans can also contribute lyrics through user-generated content (UGC), fostering a community-driven celebration of rap culture.
Anshul Ailawadi business head of 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 showcasing fresh music globally.”
FilterCopy D2C business head Vishwanath Shetty 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.”
Season 4 of MTV Hustle Hip Hop Don’t Stop promises to be an unforgettable ride, with Saregama and FilterCopy’s collaboration setting the stage for unparalleled entertainment and showcasing the country’s best rap talent. Tune in and catch the latest in India's rap revolution!
