boAt partners with Legacy to support India’s emerging hip-hop talent

The collaboration aims to strengthen India’s creator economy by nurturing emerging hip-hop artists through a community-led platform, reflecting boAt’s continued focus on music, youth culture and grassroots creative talent beyond its consumer technology business.

boAt has announced a strategic partnership with Legacy, a community-led talent platform judged by hip-hop artists KR$NA and Raftaar, as the audio and wearables brand expands its engagement with India’s growing creator economy and music culture. The collaboration is aimed at supporting emerging artists and strengthening the communities that continue to shape the country's evolving creative landscape.

The partnership builds on boAt’s long-standing association with music, creators and youth-centric initiatives. Over the years, the company has collaborated with artists, musicians and cultural icons while making premium audio products more accessible to consumers. With Legacy, boAt is extending its support to a platform focused on discovering and nurturing the next generation of creative talent.

Strengthening India's hip-hop ecosystem

Hip-hop has emerged as one of India's most influential cultural movements, evolving from an independent music genre into a thriving creative ecosystem. The platform has enabled artists from diverse backgrounds to gain national recognition while building strong communities around music and self-expression.

Through its collaboration with Legacy, boAt aims to contribute to this growing ecosystem by supporting aspiring artists and encouraging community-led initiatives that help creators develop their skills and reach wider audiences.

Platform designed for emerging creators

Legacy serves as a community-driven talent platform dedicated to identifying and mentoring emerging voices in Indian hip-hop. With KR$NA and Raftaar as judges, the initiative provides aspiring artists with opportunities to showcase their talent while learning from established names in the music industry.

The collaboration also reflects a broader trend of brands engaging with creator-led platforms that foster authentic communities rather than conventional marketing campaigns, particularly among younger audiences.

Collaboration focuses on empowering new talent

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. Through this partnership, we're proud to support the next generation of artists and the communities helping them build India's cultural future."

KR$NA said, "Having been associated with boAt as a brand ambassador, it’s exciting to now extend that partnership through Legacy. It’s great to see a brand continue to invest in the culture beyond campaigns and become part of a platform that helps discover and nurture the next generation of hip-hop talent. Hip-hop has always been driven by the community, and every new voice deserves the opportunity to be heard."

Raftaar added, "Every generation creates its own sound and its own culture. Legacy is about discovering those voices, but it’s equally about the community that supports them. We’re proud to have a brand like boAt backing this movement. When brands invest in communities rather than simply moments, they help strengthen the entire ecosystem and empower the next generation of artists."

Expanding beyond consumer technology

As music, entertainment and creator-led communities continue to influence India's cultural landscape, brands are increasingly investing in platforms that encourage talent development and long-term community engagement. Through its partnership with Legacy, boAt is reinforcing its positioning as more than an audio and wearables brand by supporting initiatives that promote creativity, self-expression and emerging talent.

The company said it will continue to back people, platforms and communities that are driving the next wave of innovation and cultural expression across the country.