India’s boAt bets on rap culture: inside its new tie-up with Legacy

Audio and wearables brand boAt has struck a new partnership with Legacy, a community-led hip-hop platform judged by rappers Raftaar and KR$NA, as the company looks to deepen its footprint in India’s music and youth culture scene.

Legacy functions as a hip-hop reality show designed to discover and develop new rap talent. It runs across three stages: an opening Top 30 field, live head-to-head battles for a Top 15, and a closing round of Sudden Death eliminations that lead into a Grand Finale between the Top 10.

Through the partnership, boAt said it aims to support aspiring hip-hop artists and give new names from India’s growing rap scene a platform for greater visibility, continuing what it described as an ongoing effort to back creators and community-driven cultural movements.

A boAt spokesperson said the brand has ‘always believed that the strongest communities create the biggest cultural movements,’ pointing to Legacy as an extension of that belief and a way to support the people helping build India’s cultural future.

KR$NA, already associated with boAt as a brand ambassador, said extending that partnership through Legacy was exciting, adding that hip-hop ‘has always been driven by the community’ and every new voice deserves to be heard. Raftaar said the collaboration shows how brands backing communities, rather than isolated campaigns, can strengthen the wider ecosystem for upcoming artists.

Wikimedia Commons/by Bollywood Hungama