Entertainment giants MTV India and T-Series strike ground-breaking industry-first global deal for MTV Hustle

3 min read

~ The game-changing multi-platform distribution partnership entailing unique music rights will broaden MTV Hustle’s unique music to a world-wide viewers~

13th September, 2023; Mumbai, India: The mega giants of music {industry} MTV India and T-Series be part of forces in first of its sort global deal for a genre-defining rap actuality tv present, MTV Hustle. Launched in 2019 by MTV India, this clutter-breaking present efficiently introduced India’s underground rap music to nation’s mainstream panorama. A primary-of-its-kind initiative by a non-fiction IP in India, this partnership will entail unique music rights for worldwide distribution, thereby serving the present’s imaginative and prescient of constructing industry-ready rap professionals and powering up their skilled journeys at an intensive global scale.

As part of the 3-season deal, all unique music created from Seasons 1, 2, and 3 can be distributed globally by T-Series, offering unprecedented attain to the varied physique of labor by MTV Hustle. Championing desi hip-hop and rap tradition, the nation’s main youth leisure platform, MTV India created a music revolution which can be additional catalyzed globally by the biggest music label, T-Series via multi-platform distribution together with its YouTube channel that ranks primary with over 238 million subscribers throughout continents, music channels, audio streaming platforms and many extra.

On partnering with T-Series, Anshul Ailawadi, Business Head – Youth, Music, and English Entertainment, mentioned, “MTV Hustle 2.0 has pioneered India’s hip-hop revolution. It’s cultural affect within the sub-continent has been multi-fold, making rap the selection of expression for modern youth voices. T-series is a pioneer on the planet of Indian music. This is a pure partnership that may catapult South Asian hip-hop onto the world stage.”

Bhushan Kumar, Managing Director & Chairman, T-Series, mentioned, “The music that MTV Hustle has created resonates nicely with the audiences and certainly deserves to get its due credit score and recognition. Our partnership with the present is in keeping with our imaginative and prescient to develop the Indian music market and make it out there to global audiences. We are excited on this partnership as it’s the first of its sort for us too. We stay up for offering current and new content material and expertise the fitting stage and platform whereas serving to them of their musical journey.”


With a deal with expertise, efficiency, meter, approach, musicality, and storytelling, MTV Hustle has launched recent voices from India’s evolving rap subculture and youth music. As the final word rap battleground in India, MTV Hustle has launched profitable performers together with King, EPR, and extra. Performers like MC Square, Srushti Tawde and Paradox have tasted extraordinary success via the launch pad, vaulting from restricted native recognition to multi-million fandom on social media inside just a few months and turning into the speak of the city with model partnerships, collaborations with eminent {industry} names and worldwide publicity. Their songs have turn out to be an electrical mode of self-expression and catharsis for followers, and a big commentary on socio-political-economic causes, private experiences and pop-culture. MTV Hustle 2.0 has produced 100+ unique compositions in below 10 weeks and has pushed inclusivity in music genres together with Bollywood, Sufi, Folk and Regional rap. MTV Hustle 2.0 songs have turn out to be trendsetting cultural mainstays, having garnered 1.3Bn natural views on Kaanphod Music channel, delivering over 9Bn impressions, with 30+ movies crossing 10Mn views. The partnership with T-Series guarantees to take desi, multi-cultural hip-hop to a common viewers.

About Author