As Realme MTV Hustle 2.0 continues its epic quest for India’s newest rap sensation, youth entertainment leader MTV India launched ‘BotHard’, an AI-powered rapper that’s a state-of-the-art creative bot that can rap on any word you want.

Combining artificial intelligence and the rhyming sensibilities of hip-hop music, the revolutionary tech innovation breaks new grounds across music, entertainment, and technology, and provides a first-of-its-kind consumer engagement experience for fans, a press release stated.

The name ‘BotHard’ stems from the colloquially used Indian phrase “Bohot Hard”, which refers to a rap song or rhyme that is acknowledged as exceptional in the rap community. The inception of BotHard underscores how real human talent in the musical genre of rapping remains unrivalled – with skill, practice and finer nuances of musicality, technique, and performance.

The stage of MTV Hustle 2.0, produced by Fremantle Media, has been grooming raw talent into industry-ready professionals since its premiere. Complementing this objective, MTV India created ‘BotHard’, successfully accentuating the power and potential of such talent rooted in creative liberty and individualistic identity that Rap History boasts of, the statement added.

The bot was brought to life with the GPT3 platform and was specially trained to find rhyme structures of popular rappers. Built with a tech-first creative approach, the AI also learns and develops its ‘rap-game’ with each interaction over time. This smart technology has caught the attention of the young, tech-savvy audience. BotHard is on Instagram as @bothard.raps, WhatsApp, Google Voice and Alexa, reaching audiences on a multiplatform scale.

Speaking on the initiative, Anshul Ailawadi, Head-Youth, Music and English Entertainment cluster, Viacom18, said in a statement, “MTV has always been about bold visions and big moves. ‘BotHard’ is an example of disruptive, transmedia storytelling that complements the raison d’être for Realme MTV Hustle 2.0. With this initiative, we hope to redefine the consumer experience for our Gen-Z and millennial fans.”

Squad Boss and Rap sensation EPR said, “Challenging India’s first AI-powered rapper was a lot of fun! When I first heard of BotHard, I was intrigued by its smart technology and ability to rap. Interacting with him on social media and on national television, I believe he has simply reinforced how the intuitive and visceral human power of storytelling remains unmatched. And Realme MTV Hustle 2.0 is all about that— the avant-garde poets of this generation, and their skillfully crafted storytelling.”

The AI-powered rapper challenged some of the biggest names in the industry, across the globe. The bot also made an appearance on the show battling the talent on Realme MTV Hustle 2.0. BotHard has piqued the curiosity of fans and audiences alike, who can challenge the bot to bust a rhyme on any word.

As MTV Hustle 2.0 gears up for the grand finale on November 6, fans are eagerly waiting to see who takes home the coveted title. The show boasts of outstanding moments and one of them is the foray of AI-powered BotHard into the burgeoning rap scene of the country.