boAt has announced a new partnership with Legacy, a community-led talent platform featuring hip-hop artists KR$NA and Raftaar as judges. The collaboration is part of the company’s ongoing initiative to engage with emerging creators and cultural movements in India.
Since entering the market, boAt has focused on building connections with younger demographics through music, creator partnerships, and youth culture. The brand’s strategy has centered on increasing the accessibility of premium audio products and collaborating with various artists and cultural figures to foster self-expression. The partnership with Legacy represents an extension of this approach, focusing specifically on nurturing upcoming talent.
Hip-hop has evolved from an independent movement into a significant creative ecosystem within India, allowing diverse artists to reach a national audience. By partnering with Legacy, boAt intends to provide support to the next generation of creators within this space and the broader communities driving the genre’s growth.
As contemporary music, entertainment, and creator-led platforms continue to influence the Indian cultural landscape, boAt aims to maintain its involvement by backing the individuals and platforms shaping these creative sectors.
Regarding this, boAt Spokesperson said:
At boAt, we’ve always believed that the strongest communities create the biggest cultural movements. Every generation has creators who redefine music, challenge convention, and inspire millions. Legacy represents that spirit. Through this partnership, we’re proud to support the next generation of artists and the communities helping them build India’s cultural future.
KR$NA said:
Having been associated with boAt as a brand ambassador, it’s exciting to now extend that partnership through Legacy. It’s great to see a brand continue to invest in the culture beyond campaigns and become part of a platform that helps discover and nurture the next generation of hip-hop talent. Hip-hop has always been driven by the community, and every new voice deserves the opportunity to be heard.
Raftaar added:
Every generation creates its own sound and its own culture. Legacy is about discovering those voices, but it’s equally about the community that supports them. We’re proud to have a brand like boAt backing this movement. When brands invest in communities rather than simply moments, they help strengthen the entire ecosystem and empower the next generation of artists.