Building on the mega-success of MTV Hustle 2.0, India’s leading youth entertainment channel, MTV from Viacom18, announces the highly anticipated return of its iconic desi hip-hop reality show. POCO MTV Hustle 03 REPRESENT, co-powered by GOVO Soundbars, T-Series, Wildstone, and Appy Fizz, the latest season will bring unprecedented, fresh rap sounds from all corners of India. The show is set to premiere on October 21, and air every Saturday and Sunday at 7:00 pm on MTV and JioCinema.
Desi hip-hop has found its own voice and following in recent years. The new season acknowledges its growing presence across India, representing its youth, people, and ideologies. As the show has emerged to be the definitive stage for fresh rap talent, ‘India Ab Tumhari Baari’ is the season’s clarion call, urging young India to proudly celebrate the representation of their hood, culture, music, passion, stories, beliefs, issues and even identity. This season is poised to reinforce MTV as a culture catalyst for young India.
Leading the charge once again will be none other than the trailblazing rap supremo and global rap artist Badshah. To hone talent and create industry-ready professionals, eminent Indian rap powerhouses Ikka, Dee MC, Dino James, and EPR will assume the role of Squad Bosses. This time, the stakes will be higher for them, and not just the contestants. Packed with meticulously designed cutting-edge graphics and acoustics, the new season’s performances will have a concert-like vibe, amplifying the excitement and vigour three-fold for fans. Musically inclusive, the songs will also feature regional, folk, Bollywood influences and unplugged versions.
Anshul Ailawadi, Head – Youth, Music, and English entertainment, Viacom18, said, “MTV has always been a co-creator in India’s evolving youth story. The stage of MTV Hustle has truly pioneered the desi hip-hop revolution, with a powerful cultural impact across the sub-continent. The new season will represent India’s youth in the truest sense. We’re proud to bring this sonic revolution, across multiple platforms for our audience.”
The grand success of the previous season, which featured 100+ chartbusters and viral hits, has given an impetus for the latest one to transform into an equalizer bringing underground rap talent with varying degrees of experience, forte and prowess – all on the same stage. Intensifying the competition, the pan-India talent pool will be challenged through different episode themes, to diversify their skill-set, musicality and performances across rap genres like chill hop, lo-fi, trap, jazz, and more.