boAt joins forces with rap stars Raftaar and KR$NA to power India’s hip-hop talent hunt

boAt has entered a fresh partnership with Legacy, a hip-hop talent platform led by rappers Raftaar and KR$NA, to support emerging artists as the brand deepens its involvement in India’s music and youth culture space.

The company described the collaboration as part of its continuing effort to back creators, communities and cultural movements, rather than treat music merely as a marketing channel. Through the tie-up, boAt intends to support upcoming hip-hop artists and provide a stage for new talent coming out of India’s expanding rap circuit.

Legacy operates as a three-stage hip-hop reality platform. It begins with a Top 30 group of contenders, progresses into live one-on-one battles for a Top 15, and concludes with Sudden Death rounds followed by a Grand Finale contested among the Top 10.

A boAt spokesperson said the brand has ‘always believed that the strongest communities create the biggest cultural movements,’ and that Legacy ‘represents that spirit’ by giving the company a way to support artists shaping India’s cultural future.

Rapper KR$NA, who is also a boAt brand ambassador, said it was ‘exciting’ to extend that relationship through Legacy, adding that hip-hop ‘has always been driven by the community.’ Raftaar said brands that invest in communities instead of one-off moments help strengthen the entire creative ecosystem for artists coming up next.

boAt said the partnership is part of a broader strategy of working with musicians and community-led platforms as new, creator-driven forms of entertainment continue to grow in India.

Wikimedia Commons/by Bollywood Hungama