An exciting collaboration to empower raw talent and amplify Indian hip-hop’s mainstream impact
Mumbai, 2nd December 2024 — MTV Hustle, India’s leading rap reality show, is thrilled to announce a landmark collaboration with Saregama, India’s most iconic music label for its fourth season. This partnership grants Saregama exclusive audio-video rights to all music from MTV Hustle Season 4 Hip Hop Don’t Stop, with the first opportunity to sign any of the 15 talented contestants. This strategic association marks a milestone moment in the rise of Indian hip-hop, pushing rap culture into the mainstream and offering a dynamic platform for emerging artists to break through in the music industry.
With this partnership, MTV Hustle 4 Hip Hop Don’t Stop is set to elevate Indian rap to unprecedented heights, ensuring wider visibility and reach for the show’s contestants across major platforms. This partnership further strengthens MTV Hustle’s reputation of nurturing fresh talent, celebrating contemporary music genres, and expanding the boundaries of Indian rap within a rapidly evolving musical landscape.
FilterCopy, a sister concern of Saregama, joins MTV Hustle Season 4 Hip Hop Don’t Stop as an Associate Sponsor. As part of this collaboration, FilterCopy will feature a special segment, ‘FilterCopy Freshly Brewed Bangers’, which will showcase the standout rap performances from each episode. Popular FilterCopy talent will team up with MTV Hustle Season 4 contestants to create engaging content, leveraging the platform’s massive audience to amplify the rap movement. Fans will also be invited to contribute lyrics through user-generated content (UGC), fostering a community-driven approach to celebrating 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.”
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!
About MTV:
MTV, the world’s premier youth brand, is a dynamic and vibrant blend of music and pop culture. With a global reach of more than half-billion households, MTV is a cultural home to the Gen-Z, music fans and artists. MTV engages over 50 MN+ young audiences across various social media platforms, making it one of the most influential youth brands in India. As a creative powerhouse, MTV’s repertoire of flagship properties includes Roadies, Splitsvilla, Hustle, Unplugged and Supermodel of the Year, & couple of new-age show formats like Anything for Love, Ex or Next, while showcasing innovative formats along with some of the most engaging cause-led initiatives like MTV Memory Karaoke, MTV Cancel Covid, MTV Trash Talk, MTV Baar Bra Dekho etc., that drive the youth towards positive change. As the universe of the young, MTV Insights Studio also brings out the most extensive biennial study into the mindset and behaviour of India’s youth through the MTV Youth Study. MTV has also forayed into digital-first initiatives like Fully Faltoo – a platform for all-around entertainment that showcases short and long-format content across myriad genres, and KaanPhod Music – the ultimate music content destination across all digital and audio streaming platforms. The brand has been at the forefront of tech-first creative innovations like India’s first virtual AI rapper BotHard for its tentpole property MTV Hustle 2.0. MTV also has its own branded content arm, called the MTV Brand Studio, for advertisers exploring edgy and quirky branded content, which, in the past has collaborated with brands like Hyundai, HP, Airbnb, Nescafe, LinkedIn and many more. The Consumer Products of MTV are available to its fans through unique and strategic brand licensing tie-ups. The latest addition to the ecosystem is the licensing of the Roadies franchise into Café Roadies in Noida, Club Roadies in Jaipur, along with Roadies Koffeehouz and Club Roadies in Chandigarh.
About Viacom18 Media Pvt Ltd:
Viacom18 Media Pvt. Ltd. is one of India’s fastest growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences. Viacom18 defines entertainment in India by touching the lives of people through its properties on air, online, on ground, in cinemas and merchandise. Its portfolio of 38 channels across general entertainment, movies, sports, youth, music and kids genres delights the consumers across the country with its eclectic mix of programming. JioCinema, Viacom18’s OTT platform, is one of India’s leading streaming services and most popular destination for live sports. Viacom18 Studios has successfully produced and distributed iconic Hindi films and clutter-breaking regional films for over 13 years in India.
