ITV

Tag: MTV Hustle 2.0

  • ‘MTV Hustle 2.0’ launches ‘BotHard’ in partnership with DDB Mudra Group

    ‘MTV Hustle 2.0’ launches ‘BotHard’ in partnership with DDB Mudra Group

    Mumbai: MTV India has joined hands with the country’s foremost creative powerhouse, DDB Mudra Group, to launch ‘BotHard‘—an AI-powered rapper and a state-of-the-art creative bot.

    The partnership combines artificial intelligence with the rhyming sensibilities of hip-hop music. The revolutionary campaign offers a unique tech innovation and consumer engagement experience for fans of the genre and India’s first-ever hip-hop reality show.

    Conceptualised by DDB Mudra Group for the iconic MTV show, BotHard breaks new ground across music, entertainment, and technology.

    The name ‘BotHard‘ stems from the colloquially used Indian phrase “Bohot Hard,” which refers to a rap song or rhyme that is acknowledged as exceptional in the rap community.

     

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Bot Hard (@bothard.raps)

     

    The inception of BotHard underscores how real human talent in the musical genre of rapping remains unrivalled—with skill, practice, and finer nuances of musicality, technique, and performance.

    The stage of Realme MTV Hustle 2.0, co-powered by Wild Stone’s new classic range and produced by Fremantle Media, has been grooming raw talent into industry-ready professionals since its premiere.

    Speaking on the initiative, Viacom 18 head of youth, music, and English entertainment cluster Anshul Ailawadi said, “MTV has always been about bold visions and big moves. ‘BotHard’ is an example of disruptive, transmedia storytelling that complements the raison d’être for Realme MTV Hustle 2.0. With this initiative, we hope to redefine the consumer experience for our gen-z and millennial fans.”

    Viacom18 marketing head for youth, music, and English entertainment Utsav Chaudhuri, said, “At MTV, we focus on strategic and innovative experiences across multiple youth touch-points. We are at the cusp of exciting possibilities with AI to drive narratives, recall value, and immersive consumer engagement. With the confluence of avant-garde technology and a multi-platform approach, we developed ‘BotHard’, a first-of-its-kind AI-powered rapper, to further put the spotlight on real, unmatched talent curated by Realme MTV Hustle 2.0.”

    Speaking from the creative perspective, DDB Mudra Group chief creative officer Rahul Mathew said, “While this idea is built on cutting-edge technology, the most exciting part for us was how true it had to stay to hip-hop culture for it to be accepted by the audience. It lives at the right intersection of culture, creativity, and technology.”

    The AI-powered rapper challenged some of the biggest names in the industry, across the globe. The bot also made an appearance on the show, battling the talent on Realme MTV Hustle 2.0. BotHard has piqued the curiosity of fans and audiences alike, who can challenge the bot to bust a rhyme (pun intended) on any word!

  • MTV launches ‘Hustle 2.0’ to bring rap battles to television

    MTV launches ‘Hustle 2.0’ to bring rap battles to television

    Mumbai: MTV India has brought back rap battleground Realme with MTV Hustle 2.0 following the phenomenal success of season one.

    The latest season of India’s first-ever rap reality television show, co-powered by Wild Stone, will feature 10 action-packed weeks and pit 16 of the nation’s most distinctive rap voices against one another.

    The Indian rapper Badshah will be the judge of the show, and other Indian rappers like EPR, King, Dino James, and Dee MC will be the Squad Bosses.

    Beginning on 3 September, MTV Hustle 2.0 will air on MTV India and Voot every Saturday and Sunday at 7 p.m.

    MTV youth, music, and English entertainment head Anshul Ailawadi said, “MTV Hustle 2.0 is an ode to India’s rap scene – it puts the spotlight on undiscovered talent and celebrates an art form that is amongst the youth’s foremost passion points. This season goes deeper into the country to offer tomorrow’s hip-hop icons their biggest canvas, today.”

    He further added, “The first season was in 2019 (three years back), and the first season was phenomenally successful. So we set this huge benchmark and don’t make mistakes. It’s a new format and a very high-scale show. If you see the rap scene in India, it is extremely diverse right from different parts. So it’s our responsibility and I hope that people will give justice.”

    With their signature styles, flair, and experience, they will equip their protégés and coach them through the mentoring journey to become industry-ready professionals.

    The show format also elevates the magnitude of the competition, wherein Badshah and the four Squad Bosses will groom and judge the contestants based on their talent, performance, metre, technique, musicality, and storytelling.

    Viewers will also get a chance to be a part of the journey by rooting for their favourite performer through public voting on the Voot app and by watching out for the ‘Squad of the Week’ and the ‘Performer of the Week’ as the show progresses.

    “MTV has always been able to shine the spotlight on trends that can become mainstream, and Hustle 2.0 does exactly that. This will inspire the next generation, so that’s the idea. It’s the scale to make it available for everyone,”  added Anshul.

    Fremantle India managing director Aradhana Bhola believes that this show is priceless. She said, “Bringing under the radar talent into the limelight is something we are passionate about at Fremantle. And when the stage is an iconic youth platform, unfolding the magic of rap music and inspiring life stories with the uber talented Badshah in the house, the excitement of MTV Hustle 2.0 becomes palpable.”

    She further added, “Every show has its beauty, and we do something that has absolute beauty because you’re very good for us. It’s so amazing to find talent. It’s part of a movement. It’s part of your personal story. It’s part of your work. It’s part of what’s happening around you. There’s so much soul in it that goes.”

    MTV content originals head Suchita Shah said, “It’s bigger and fiercer this season! Realme MTV Hustle 2.0 is all about discovering untapped rap talent and bringing their unique stories to viewers and music lovers across the nation. That fire and passion which drives rap music in all its glorious diversity is what makes the concept tick. The latest season elevates the rap battleground like never before, with the new format, judge, and squad bosses!”

    Anshul added, “This year you will see the MTV universe expand much more. You will see our digital content. We are coming up with very interesting shows.”

    “You’ll see a lot of work that we’re doing to promote music talent at the grassroots. We’re reaching a lot of raw talent, access to whatever it takes to make up the right content and hopefully, we’re getting that very often going forward,” he concluded.