MTV India and T-Series have forged an unprecedented global deal for the genre-defining rap reality television show, MTV Hustle. Since its inception in 2019, MTV Hustle has been a trailblazing platform that catapulted India’s underground rap music onto the country’s mainstream stage.

Now, this groundbreaking partnership will extend exclusive music rights for worldwide distribution, amplifying the program’s mission to nurture industry-ready rap professionals and propel their careers on a massive global scale.

Under the terms of this remarkable three-season agreement, all original music created during Seasons 1, 2, and 3 of MTV Hustle will be distributed globally by T-Series, offering unparalleled exposure to the diverse portfolio of work produced by the show.

Celebrating the vibrant world of desi hip-hop and rap culture, MTV India, a frontrunner in youth entertainment, initiated a music revolution that will gain even greater international traction with the support of T-Series, the largest music label. This partnership will utilize multiple platforms for distribution, including T-Series’ world-leading YouTube channel, boasting over 238 million subscribers worldwide, as well as music channels, audio streaming platforms, and more, the company said in a statement.

Speaking about this transformative collaboration, Anshul Ailawadi, Business Head – Youth, Music, and English Entertainment, remarked, “MTV Hustle 2.0 has spearheaded India’s hip-hop revolution. Its cultural influence in the subcontinent has been profound, elevating rap as the preferred form of expression for today’s youth. T-Series is a trailblazer in the realm of Indian music. This is a natural alliance that will catapult South Asian hip-hop onto the global stage.”

Bhushan Kumar, Managing Director and chairman of T-Series, added, “The music created by MTV Hustle resonates strongly with audiences and deserves the recognition it has earned. Our partnership with the show aligns with our vision to expand the Indian music market and share it with global audiences. We are thrilled about this collaboration as it is a first-of-its-kind for us. We eagerly anticipate providing both existing and emerging talent with the right platform for their musical journey.”

With a strong emphasis on talent, performance, meter, technique, musicality, and storytelling, MTV Hustle has introduced fresh voices from India’s burgeoning rap subculture and youth music scene. Serving as the ultimate battleground for rap in India, MTV Hustle has launched successful artists such as King, EPR, and many more. Performers like MC Square, Srushti Tawde, and Paradox have rapidly risen to fame through this platform, transitioning from local recognition to garnering millions of fans on social media within months. They have also secured brand partnerships, collaborated with renowned industry figures, and gained international exposure. Their songs have become powerful forms of self-expression and catharsis for fans, addressing vital socio-political, and economic issues, personal experiences, and pop culture.

MTV Hustle 2.0 has produced over 100 original compositions in less than 10 weeks, championing inclusivity in music genres, including Bollywood, Sufi, Folk, and Regional rap. These songs have set cultural trends, amassing an astounding 1.3 billion organic views on the Kaanphod Music channel, generating over 9 billion impressions, and boasting 30+ videos with over 10 million views each. The partnership with T-Series promises to bring desi, multicultural hip-hop to a global audience, further enriching the genre’s worldwide reach.