One of India’s leading rap reality shows- MTV Hustle 4 Hip Hop Don’t Stop has entered into a landmark collaboration with Saregama and its sister concern company- FilterCopy.
As part of the same, the former has acquired the 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, and the latter has come onboard as the Associate Sponsor to push rap culture more mainstream and offer a dynamic platform for emerging artists to break through in the music industry.
As part of this collaboration, FilterCopy will also feature a special segment, ‘FilterCopy Freshly Brewed Bangers’ which will further showcase the standout rap performances from each episode.
With this partnership in place, 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.
Speaking on the partnerships, Anshul Ailawadi, Business Head- Youth, Music and 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.”
To this, Vishwanath Shetty, D2C Business Head, FilterCopy, added, “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.”
