Leading D2C audio and wearables brand boAt has partnered with Legacy, a community-led platform dedicated to discovering and supporting emerging hip-hop artists across India. The collaboration reinforces boAt’s growing focus on creator-led communities, youth culture, and music-driven brand building beyond traditional marketing campaigns.
Legacy is judged by celebrated rappers KR$NA and Raftaar, offering aspiring artists a platform to showcase their talent and gain visibility among wider audiences. Through this partnership, boAt will support Legacy’s talent development initiatives and community-building efforts, helping nurture India’s next generation of hip-hop creators.
The partnership reflects boAt’s long-term strategy of embedding itself within youth culture by investing in communities that shape trends rather than simply participating in them. Over the years, the D2C consumer electronics brand has built strong associations with music, entertainment, gaming, and creator ecosystems, positioning itself as a lifestyle brand for young Indian consumers.
Commenting on the collaboration, a boAt spokesperson said the brand believes the strongest communities create the biggest cultural movements. The company added that every generation produces creators who redefine music, challenge conventions, and inspire millions, and described Legacy as a platform that represents this spirit. Through the partnership, boAt aims to help support the next generation of artists while contributing to India’s evolving cultural landscape.
For KR$NA, the collaboration builds on his existing relationship with boAt as a brand ambassador. He said it is encouraging to see the brand continue investing in hip-hop culture beyond advertising campaigns by becoming part of a platform that actively discovers and nurtures emerging talent. According to him, hip-hop has always been driven by communities, and every new voice deserves the opportunity to be heard.
Raftaar echoed a similar sentiment, noting that every generation creates its own sound and culture. He said Legacy is not only about discovering artists but also about empowering the communities that help them grow. He added that when brands invest in communities instead of one-time marketing moments, they strengthen the broader creative ecosystem and create opportunities for future artists.
The partnership comes at a time when hip-hop and creator-led communities are witnessing rapid growth across India’s music and entertainment industry. For boAt, the collaboration highlights how D2C brands are increasingly using culture, creators, and community-led engagement to deepen consumer connections and build long-term brand relevance in highly competitive markets.
Source: Based on publicly available reporting, with additional editorial adaptation and analysis.
