boAt has announced a partnership with Legacy, a community-led hip-hop talent platform judged by Indian rappers KR$NA and Raftaar, as the audio and wearables brand looks to strengthen its engagement with India’s growing creator economy and youth culture.
The collaboration is aimed at supporting emerging artists, creator communities and cultural movements that are shaping the aspirations of young Indians. According to boAt, the partnership builds on its long-standing association with music and creators, extending its efforts beyond product offerings to nurturing the next generation of talent.
The company said hip-hop has evolved from an independent movement into one of India’s most influential creative ecosystems, providing artists from diverse backgrounds with a platform to reach wider audiences. Through Legacy, boAt intends to back creators while contributing to the communities that continue to drive the genre’s growth.
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Commenting on the announcement, a boAt spokesperson said the brand has always believed that strong communities create lasting cultural movements, adding that Legacy reflects the spirit of creators who redefine music and inspire new generations. KR$NA, who is also a boAt brand ambassador, said the partnership goes beyond conventional marketing campaigns by investing in the culture itself and helping discover emerging hip-hop artists. Raftaar added that supporting communities rather than isolated moments strengthens the creative ecosystem and empowers future talent.
Legacy is positioned as India’s largest hip-hop reality show and follows aspiring rappers through multiple stages, including cyphers, one-on-one battles and elimination rounds, with the goal of identifying the country’s next rap icon. The platform focuses on showcasing Desi Hip Hop while providing artists with greater visibility and opportunities.
The partnership reflects boAt’s broader strategy of aligning with creator-led communities as new forms of music and entertainment continue to shape India’s cultural landscape.