boAt bets big on hip-hop: brand joins Raftaar and KR$NA’s Legacy platform

Domestic audio and wearables brand boAt has announced a new partnership with Legacy, a community-led hip-hop talent platform judged by rappers Raftaar and KR$NA. The tie-up is aimed at backing emerging artists and creator communities as boAt widens its push into music and youth culture across India.

The company said the move builds on its ongoing strategy of investing in creators, communities and cultural movements rather than one-off marketing campaigns. Through Legacy, boAt plans to support upcoming hip-hop artists and give visibility to fresh talent from India’s expanding rap scene.

Legacy itself is structured as a hip-hop reality platform built to identify and develop new rap artists. Contestants move through a three-stage format that starts with a Top 30 line-up, narrows to live head-to-head battles among the Top 15, and closes with Sudden Death rounds and a Grand Finale featuring the Top 10.

A boAt spokesperson said, ‘At boAt, we’ve always believed that the strongest communities create the biggest cultural movements. Every generation has creators who redefine music, challenge convention, and inspire millions. Legacy represents that spirit.’ The spokesperson added that the partnership reflects the brand’s intent to support artists and the communities helping shape India’s cultural future.

KR$NA, who is also a boAt brand ambassador, called the extension of that relationship into Legacy ‘exciting,’ noting that hip-hop ‘has always been driven by the community’ and that every new voice deserves a chance to be heard. Raftaar added that brands investing in communities, rather than isolated moments, help strengthen the entire creative ecosystem for the next generation of artists.

Wikimedia Commons/by Bollywood Hungama