MTV Hustle 2019
MTV Huste 2019 Will MTV’s rap reality show promote independent hip-hop music in India?
In its new content line up in late 2019, The Hustle has been launched by MTV, music and English entertainment channel, which will bring the talent of underground rap to India.
MTV Hustle Show Timinig:
MTV Hustle Show Judges:
2. Raja Kumari
who will also mentor and support the young talent in honing their rap skills.
How To Start MTV Hustle hip-hop music in India
Farzad Palia, Head – Youth, Music and English Entertainment, Ask Viacom18 Why MTV Is Discovering This New Music Category
Although music streaming platforms are focusing on getting more hip-hop content, rap is one of those categories.
Prashan Agarwal, CEO, Gaana. “This is because the hip-hop culture, especially rap, has gone from being an unexplored thing to a means for our youngsters trying to find an escapade as well as a means of expression within a short span of time.
What is interesting is that this music
Is no longer the bastion of urban Indians, and the new generation rappers like DIVINE, Naezy, Raftaar, Bohemia, Emiway to name a He said that some have moved markets ranging from urban ghettos to eight major metros. Gaana had launched five hip-hop originals in the past quarter to cater to the rising demand, said Agarwal.
While rap has seeped into Bollywood, Palia thinks that “it still needs more exposure on a mainstream level.” “With its ability to give voice to young India, rap has gathered a lot of acceptance among youth and is fast catching up to be an independent music genre,” he added. And with MTV Hustle, Palia hopes to stay the rap momentum up in India and supply young and talented rappers an outsized , definitive platform which will give them
Experts also say that a major challenge with Indian hip-hop
Is that artists are not drawn through the system. And the market can only grow when there are more than a handful of hip-hop artists in India. Where there are festivals and concerts, where rappers perform, these artists need a larger stage.
YouTube and music streaming apps are important to rappers because these platforms legitimize their work, but gaining recognition on television will give wide acceptance to rappers and genres. Even advertisers interest for the category is increasing. The videos made by the brand rappers have both funding and advertising. Rapper Devine has worked for brands such as Puma, Hero Motocorp and Bacardi Breezer.
MTV Hustle 2019 has got four brands on board for the hustle. JBL will be the presenting sponsor. Breezer Vivid Live Life in Colour Phillips One Blade are its co-sponsors and Hike Messenger as its sticker partner. In addition to print and television promotions, the channel will focus on digital integrations. The channel will organize a multi-city Hustle Cypher activation in Mumbai and Delhi.
It will be a 12-hour on-ground plus digital competition in five colleges. Indian independent hip-hop yet isn’t mainstream, and it’s such shows that would decide the fate of the genre within the country.
Make way for MTV Hustle
Mumbai mein sabase pehaile Music shailee, India mein hip-hop ke lie bhoomigat sanskrti ka chalan ek lamba saphar tay kar chuka hai. Building onto this madness further, MTV is all set for India’s biggest rap revolution –MTV Hustle. Starting August 10, the show will be aired on every Saturday-Sunday at 7pm. It brings together the biggest names in hip-hop, Raftaar, Nucleya and Rajakumari to mentor India’s aspiring rappers to become the next big sensation. As India’s first rap reality show, MTV Hustle will provide a platform to underground rap talents of the India.
In a series of auditions held across India, contestants poured in huge numbers and were made to go through levels of expert scanning. Selected rappers will then proceed to the next round for the final cut. Over 10 weeks, these budding wordsmiths will make their way to the top, amidst fierce competition, epic face-offs and taxing supervision of the judges. While the king of rap, Raftaar will bring his inimitable style of mentoring in the show, Nucleya and Raja Kumari will add to the charm with their expertise and an eclectic range of music. Celebrated rapper Naezy The Baa also joins the panel to shortlist the final 15 in the audition episode.