Mumbai, 18th October 2024: MTV, India’s leading youth entertainment brand, is excited to announce the fourth season of the rap reality show that pioneered the Desi Hip-Hop revolution. Royal Enfield Hunter MTV Hustle 4 – Hip Hop Don’t Stop, is co-powered by Wild Stone and Boat Lifestyle, special partner Myntra FWD, associate sponsor Roulette Packaged Drinking Water. And Olio Pizza. The highly anticipated new season of the country’s definitive desi hip-hop platform for upcoming stars premieres on 19th October, airing every Saturday and Sunday at 7 PM on MTV and JioCinema.
This season, 20 of the country’s most promising rappers will compete for a coveted spot in the Top 16. Each contestant brings their own unique story, sound, and hustle, with only 90 seconds to impress the Squad Bosses and judges. The competition will unfold across four electrifying phases—Don’t Stop, Hustle Pro Max, Rap Royalty, and Legacy. Each phase culminates in a Milestone Challenge, with only those surpassing it advancing to the next round, refining them into industry-ready rap professionals.
Leading the charge this season are none other than Raftaar and Ikka, two of the most iconic names in Indian hip-hop synonymous with Mafia Mundeer. Raftaar, the ultimate trailblazer, has been instrumental in bringing Desi rap to the forefront, while Ikka, known for his razor-sharp bars and chart-topping hits, has set new benchmarks in the industry. Together, they bring an unstoppable energy to MTV Hustle 4, which will see the next generation of rappers with their unparalleled expertise, raw passion, and relentless hustle. Squad Bosses: Dee MC, Dino James, EPR, and the newest addition RAGA—established names in the Indian rap scene— will mentor the contestants to be industry-ready rap professionals, helping them hone their craft and elevate their performances.
MTV Hustle 4 continues to build on the success of previous seasons, offering an exhilarating mix of rap battles, raw talent, original music and compelling narratives. The show has been a transformative force for the Indian music scene, nurturing an entire generation of rappers and empowering them to share their stories through music. From viral hits like Ram Ram, Main Nahi Toh Kaun, Jaadugar, Street Celebrity, Haseena, Ready to Die to unforgettable performances, MTV Hustle remains the premier platform for emerging talent.
Commenting on the success and return of the show, Anshul Ailawadi, Head – Youth, Music, and English Entertainment Cluster, Viacom18, said, “While young consumers are unabashedly aspirational, they also have an informed opinion within their social context. Being the leading platform to showcase young India’s voice, MTV Hustle provides a great opportunity for brands to engage meaningfully with the youth. This season, we’re proud to partner with marquee brands like Royal Enfield, Wild Stone and Boat Lifestyle, as we jointly embark on building a deeper relationship with young minds.”
Talking about the partnership, Mohit Dhar Jayal, Chief Brand Officer, Royal Enfield expressed, “The Royal Enfield community is all about self-expression and intense creative energy. Which is why our collaboration with MTV Hustle S4 is not a conventional sponsorship – it’s the perfect way for us to help amplify the voices of emerging artists and showcase the power of their awesome urban lyricism.”
Since its inception, MTV Hustle has transformed young rappers into national sensations, producing over 300 music videos and shaping the future of Desi hip-hop. The latest season promises more challenges, fresh talent, and gripping narratives, continuing the spirit of hustle that has made the show a cultural force.
Catch the next chapter of India’s rap revolution with MTV Hustle 4, premiering on 19th October, every Saturday and Sunday at 7 PM on MTV and JioCinema!
