Building on the mega-success of ‘MTV Hustle 2.0’, India’s leading youth entertainment channel MTV (part of Viacom18 stable) has announced the return of its desi hip-hop reality show.

The latest season of ‘POCO MTV Hustle 03 Represent’, co-powered by GOVO Soundbars, T-Series, Wildstone and Appy Fizz, will bring unprecedented, fresh rap sounds from all corners of India. The show is set to premiere on October 21, and air every Saturday and Sunday at 7 pm on MTV and JioCinema, the youth channel said yesterday in a press release.

Desi hip-hop has found its own voice and following in recent years. The new season acknowledges its growing presence across India, representing its youth, people, and ideologies. As the show has emerged to be the definitive stage for fresh rap talent, ‘India Ab Tumhari Baari’ is the season’s clarion call, urging young India to proudly celebrate the representation of their hood, culture, music, passion, stories, beliefs, issues and even identity. This season is poised to reinforce MTV as a culture catalyst for young India.

Leading the charge once again will be none other than the rap supremo and global rap artist Badshah. To hone talent and create industry-ready professionals, eminent Indian rap powerhouses Ikka, Dee MC, Dino James and EPR will assume the role of Squad Bosses.

This time, according to the official statement, the stakes will be higher for them, and not just the contestants. Packed with meticulously designed cutting-edge graphics and acoustics, the new season’s performances will have a concert-like vibe, amplifying the excitement and vigour three-fold for fans. Musically inclusive, the songs will also feature regional, folk, Bollywood influences and unplugged versions. Fans can also access their favourite performances on multiple platforms, including KaanPhod Music.

The grand success of the previous season, which featured 100+ chartbusters and viral hits, has given an impetus for the latest one to transform into an equalizer bringing underground rap talent with varying degrees of experience, forte and prowess – all on the same stage.

Intensifying the competition, the pan-India talent pool will be challenged through different episode themes, to diversify their skill-set, musicality and performances across rap genres like chill hop, lo-fi, trap, jazz, and more.

Anshul Ailawadi, Head –Youth, Music and English entertainment, Viacom18, said, “MTV has always been a co-creator in India’s evolving youth story. The stage of MTV Hustle has truly pioneered the desi hip-hop revolution, with a powerful cultural impact across the sub-continent. The new season will represent India’s youth in the truest sense. We’re proud to bring this sonic revolution, across multiple platforms for our audience.”

On this exciting partnership, Himanshu Tandon, Country Head, POCO India, said, “Rap is more than just music; it’s a powerful expression of the youth’s unyielding spirit. POCO has always been the brand for those who dare to be different, who embrace challenges, and who set new trends.”

Recently the IP was in the news for its ground-breaking global partnership with T-Series. In a first-of-its-kind initiative by a non-fiction IP in India, this partnership provides exclusive music rights for worldwide distribution. Amplifying the vision of building industry-ready rap professionals, the show is committed to empowering artist journeys at a global scale.

For the exciting third season of ‘Hustle 03’, JioCinema has planned a range of exciting and engaging interactivities for its viewers. A Fantasy League has been designed that will allow audiences to make their own squad and win points for predicting which contestants will get radio hits, highest squad scores and who would be eliminated. The person that wins will stand a chance to watch the show live.