boAt has partnered with Legacy, a community-driven talent platform judged by rappers KR$NA and Raftaar, as part of its continued focus on India’s creator and music ecosystem.
The collaboration aligns with boAt’s broader efforts to engage with youth culture through music, creators, and entertainment. Over the years, the company has worked with artists, musicians, and cultural personalities while expanding its presence in the audio and wearables market.
The partnership centers on Legacy, a platform designed to identify and support emerging talent in India’s hip hop community. Hip hop has grown from an independent movement into one of the country’s fastest-expanding creative ecosystems, providing artists from diverse backgrounds with opportunities to reach wider audiences.
Through this association, boAt will support the platform as it works with the next generation of artists and creators. The move also reflects the company’s continued interest in creator-led communities and evolving forms of music and entertainment that are shaping India’s cultural landscape.
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boAt Spokesperson said, “At boAt, we’ve always believed that the strongest communities create the biggest cultural movements. Every generation has creators who redefine music, challenge convention, and inspire millions. Legacy represents that spirit. Through this partnership, we’re proud to support the next generation of artists and the communities helping them build India’s cultural future.”
KR$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.”
“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”, added Raftaar.
