ITV

Tag: Rap

  • MTV Hustle season four is back with a bang

    MTV Hustle season four is back with a bang

    Mumbai: MTV, a youth entertainment brand, has announced the fourth season of its rap reality show, Royal Enfield Hunter MTV Hustle 4 – Hip Hop Don’t Stop. Co-powered by Wild Stone and Boat Lifestyle, with special partner Myntra FWD and associate sponsors Roulette Packaged Drinking Water and Olio Pizza, this highly anticipated season premieres on 19 October, airing every Saturday and Sunday at 7 pm on MTV and JioCinema.

    This season features 20 of the country’s most promising rappers competing for a coveted spot in the top 16. Each contestant has 90 seconds to impress the Squad Bosses and judges. The competition unfolds across four phases: Don’t Stop, Hustle Pro Max, Rap Royalty, and Legacy, culminating in milestone challenges that determine who advances to the next round.

    Leading this season are Raftaar and Ikka, iconic figures in Indian hip-hop known for their contributions to the genre. They bring energy and expertise to MTV Hustle four, guiding the next generation of rappers. Squad Bosses Dee MC, Dino James, EPR, and newcomer RAGA will mentor the contestants, helping them refine their craft and elevate their performances.

    MTV Hustle season four continues to build on the success of previous seasons, featuring rap battles, original music, and compelling narratives. The show has been a transformative force in the Indian music scene, nurturing a generation of rappers and empowering them to share their stories. From viral hits like ‘Ram Ram,’ ‘Main Nahi Toh Kaun,’ and ‘Jaadugar’ to unforgettable performances, MTV Hustle remains the premier platform for emerging talent.

    Viacom18 head – youth, music, and English entertainment cluster, Anshul Ailawadi said, “While young consumers are unabashedly aspirational, they also have an informed opinion within their social context. Being the leading platform to showcase young India’s voice, MTV Hustle provides a great opportunity for brands to engage meaningfully with the youth. This season, we’re proud to partner with marquee brands like Royal Enfield, Wild Stone and Boat Lifestyle, as we jointly embark on building a deeper relationship with young minds.”

    Royal Enfield chief brand officer Mohit Dhar Jayal expressed, “The Royal Enfield community is all about self-expression and intense creative energy. Which is why our collaboration with MTV Hustle S4 is not a conventional sponsorship – it’s the perfect way for us to help amplify the voices of emerging artists and showcase the power of their awesome urban lyricism.”

    Since its inception, MTV Hustle has turned young rappers into national sensations, producing over 300 music videos and influencing the future of Desi hip-hop. The latest season promises new challenges, fresh talent, and engaging narratives, continuing the spirit of hustle that has made the show a cultural force.

    Catch the next chapter of India’s rap revolution with MTV Hustle 4, premiering on 19 October, every Saturday and Sunday at 7 pm on MTV and JioCinema.

  • MX Player, Red Bull & Smule hunt for India’s next rap superstar

    MX Player, Red Bull & Smule hunt for India’s next rap superstar

    MUMBAI: With the hip-hop scene in India fast evolving and artists from the country making their mark on the global stage, a new series gives the next generation of rappers a platform to learn from the best and hone their skills. An MX Original Series, Red Bull Spotlight, featuring beats from Smule’s hip hop music app AutoRap, is a nationwide hunt to discover and support India’s best emerging rappers, now streaming for free on MX Player.

    Started in 2019 as a platform to discover India’s newest rap talent, Red Bull Spotlight is now a six-part series that will see eight rappers go head-to-head for the title. The winner will receive the opportunity to record a full-length album in a professional studio, a music video, an EPK and more, selected following a finale judged by the biggest names in Indian hip-hop – Divine, Naezy, Emiway Bantai and Dee MC.  

    MX Player COO Vivek Jain said, “We’re delighted to have partnered with Red Bull and AutoRap to bring alive the biggest battleground for budding rap enthusiasts in India. This three-way partnership presents as the perfect harmony of brands coming together for a bespoke integration and digital first content solutions, that we’re able to weave into stories or formats that can appeal to our large user base.”

    Smule president Bill Bradford described Red Bull Spotlight as a launch pad for the next generation of hip hop talent in India. “We’re proud to provide the musical creation platform these rising stars can use to share their stories, and to serve as the backdrop of their art,” he added.      

    In the series, produced by Red Bull Media House and MX Player with Supari Studios and directed by Nisha Vasudevan, the finalists spend a week under the mentorship of some of the finest in Indian hip-hop, attending workshops and sessions, doing challenges and more. Mentors include Sofia Ashraf, Naezy, Dopeadelicz, Sez on the Beat, and D’evil.

    “I was pleasantly surprised by the wide-ranging talent in the finale. I think that says a lot about the selection process and also about the quality of talent waiting to be discovered and given a platform in India,” said hip-hop artist Divine, who was a judge at the finale. “Red Bull has been supporting music and culture in many different formats right from before I started as well and up to now. Spotlight is another endeavour in that long line of platforms given by them in helping talent get discovered and work towards building sustainable careers for them.”

  • Zee Biskope presents yet another set of category firsts – the first brand song rap & the first Bhojpuri celebration of Dance Day

    Zee Biskope presents yet another set of category firsts – the first brand song rap & the first Bhojpuri celebration of Dance Day

    MUMBAI: Dance Day is a carnival of dance that is celebrated on the third Saturday of every September. Dance is an integral part of Indian entertainment, especially movies. Be it Kathak, Indian Classical, Western Popular, Jazz or just freestyle, Indian cinema has imbibed and elevated dance forms of varied types. Bhojiwood is no exception. Known for its Lallan Top dance, the Bhojpuri movie industry grooves up with the popular Thumkas and Launda Dance. Regarded as the home for unlimited and authentic Bhojpuri entertainment, Zee Biskope has been leading the game in differentiation by continually curating viewer experiences beyond just movies. ZEE Biskope launches a rap version of its brand song on the occasion of Dance Day followed by a viewer engagement drive – Kamariya Kare Hip Hop that will raise viewer engagement to a groovy joyride. Through this initiative, the channel seeks to encourage people to embrace dance as a fun & healthy form of performing art that expresses emotions both aesthetically & symbolically.

    The brand has delivered many category firsts since its launch and the rap version of its brand song is yet another milestone in that. Composed by 5 Tricks – a rap group from Bihar, this edition of the brand song will rev up your spirit for a scintillating dance number. To participate in Kamariya Kare Hip Hop contest, viewers need to give a missed call on8563856302 following which they will get an SMS with a link to download Zee Biskope’s rap song. They can further perform on the rap song, record it and share with ZEE Biskope team through Whatsapp on the same number- 8563856302 along with their name & location. The best entries will be featured on ZEE Biskope channel social media platforms.

    Taking the entertainment quotient, a notch higher, Zee Biskope will launch a full 30-minute original Kamariya Kare Hip Hop show. Anchored by a popular Bhojiwood celebrity, the show will telecast on ZEE Biskope on 4th October 2020. The delightful half-an-hour show will not only showcase the winning videos but will also project the significance of dance in Bhojpuri movies and how celebs have banked on it to entertain audience. Featuring the rap song, the show will be ornamented by bytes from Bhojiwood celebs who will elaborate their take on dance and the channel’s endevour to promote dance.

    Talking about the initiative, Samrat Ghosh, Cluster Head East, Zee Entertainment Enterprises Ltd said, “In these restricted times when people are homebound for about 6 months now, entertainment plays a significant role in upscaling their emotional cushion. Despite the constrained reality, people look for opportunities to stage their aspirations through the lens of entertainment. The engagement drives of ZEE Biskope are designed exactly to meet that latent need of our viewers. Kamariya Kare Hip Hop is yet another unique way for viewers to showcase their talent to the world through the channel’s TV & social platforms. The multi-media initiative also gives advertisers an opportunity to reach out to incremental audience.”

    Speaking on the launch, Amarpreet Singh Saini, Business Head, Zee Biskope and Big Ganga said, “The Bhojpuri entertainment market is becoming increasingly cluttered. It’s hence important to keep a strong point of differentiation that uniquely identifies the brand. The channel is catering to that differentiator through novel viewer engagement drives like Kamariya Kare Hip Hop. The endeavour is to establish ZEE Biskope as not just a movie channel, but a Movie+ brand that brings category firsts at every occasion. This is a stand which no other channel in the category has been able to take till date.”

    Dance is a performing art that brings people together in the celebration of life. Taking this very thought forward, the channel rejoices Dance Day through in the Hip Hop way. Touted as the go-to destination for every Bhojpuri movie lover, Zee Biskope is available on Airtel (channel no 663), Tata Sky (channel no 1120), DEN Bihar(channel no 840), DEN Jharkhand (channel no 839), DD Free Dish (channel no 31), d2h (channel no 859), Dish TV (channel no 1555), Siti Cable (channel no 214) and Darsh Digital (channel no 189). It’ll soon be available on all other major cable platforms.

    Stay tuned and make the most of entertainment only with ZEE Biskope.

  • Rap, Dance or Beatbox to Find Your Restless

    Rap, Dance or Beatbox to Find Your Restless

    MUMBAI: In the second leg of the campaign which focuses on inclusivity, talent, and passion, Spykar Lifestyles has launched an online contest to discover fresh, young talent. The contest, in association with Hip-Hop & Urban Art Network, To The Culture, invites young talent to participate by rapping, dancing or beatboxing to the tune which Spykar Lifestyles created with Bollywood composer Raghav Sachar and visually impaired musicians Veer Mulraj & Sachin Patil.

    The participants are required to create and upload a one minute video that showcases their talent while tagging the handles of Spykar Lifestyles (@spykarofficial), To The Culture (@totheculture) and using the hashtag #FindYourRestless. The rap and beatboxing videos will be judged by Gully Boy famed Ace aka Mumbai’s Finest and Dcypher whereas the dance videos will be judged by celebrity choreographer Tushar Shetty. The winners will get to record their creation, be featured in the video and win Spykar merchandise.

    “Spykar is a fashion brand for the young & restless. Those who are passionate about their life goals, restless to be the best version of themselves, are also inclined to wear fashion which serves the same needs. Spykar is up there, calling out to all such individuals. Spykar has always associated with events and opportunities which resonate with the youth culture in this country.” said Saisangeeta Israni, GM Marketing, Spykar Lifestyles.

    “The Hip Hop & Urban Art Culture represents a fiery, restless spirit that is embodied by Spykar as a brand. The contest will put a spotlight on the growing urban art culture.” said Paritosh Parmar, Founder, To The Culture.

    The first leg of the campaign, which went live on 14th February, witnessed the release of a soulful music melody which was created by Bollywood composer Raghav Sachar and visually impaired musicians Veer Mulraj & Sachin Patil. Spykar, as a brand, truly believes that everyone who is living life to fullest, hustling and bringing out the most of themselves is already an achiever, this contest is just their way of giving the restless youth a platform to grow.