Raftaar and KR$NA’s hip-hop platform ‘Legacy’ just landed a big brand backer

India’s hip-hop talent hunt just got a major brand behind it. Audio and wearables company boAt has announced a partnership with Legacy, the community-led rap platform judged by Raftaar and KR$NA, to support new artists emerging from the country’s rap scene.

Legacy is built as a hip-hop reality format that scouts and develops new rap talent through three escalating stages: it opens with a Top 30 of contenders, moves into live head-to-head battles among a Top 15, and wraps up with Sudden Death rounds before a Grand Finale between the Top 10.

boAt said the tie-up is part of its wider push into music and youth culture, and comes as the brand looks to back creators and community platforms rather than run standalone ad campaigns. The company said it plans to use the partnership to give visibility to artists who might otherwise struggle to be heard.

‘Every generation has creators who redefine music, challenge convention, and inspire millions. Legacy represents that spirit,’ a boAt spokesperson said, describing the platform as a natural extension of the brand’s belief that strong communities drive cultural movements.

KR$NA, who already serves as a boAt brand ambassador, welcomed the expanded association, saying hip-hop ‘has always been driven by the community’ and that every new voice deserves a shot. Raftaar added that brand support for communities, not just moments, helps the wider ecosystem grow and gives new artists a real platform to be discovered.

Wikimedia Commons/by Bollywood Hungama