Audio and wearables brand boAt has partnered with Legacy, a community-driven talent platform judged by rappers KR$NA and Raftaar, to strengthen its commitment to supporting India’s growing creator economy and music culture.
The collaboration is aimed at nurturing emerging artists and communities that are shaping the country’s evolving cultural landscape. Building on its long-standing association with music, creators and youth culture, boAt will support Legacy as it discovers and empowers the next generation of talent.
Over the years, boAt has collaborated with musicians, artists and cultural icons while making premium audio products more accessible to young consumers. Through its partnership with Legacy, the brand is extending that journey by investing in a platform dedicated to identifying and mentoring aspiring creators.
Highlighting the significance of the collaboration, a boAt spokesperson said the brand has always believed that strong communities drive meaningful cultural movements. The spokesperson added that Legacy embodies the spirit of creativity and self-expression, making it a natural fit for boAt’s vision of supporting India’s future artists.
KR$NA, who is also a boAt brand ambassador, said the partnership goes beyond traditional brand campaigns by contributing to a platform that helps discover and nurture new hip-hop talent. Raftaar echoed the sentiment, stating that every generation creates its own sound and culture, and that brands investing in creative communities help strengthen the entire ecosystem while enabling emerging artists to thrive.
As creator-led communities and independent music continue to gain momentum across India, boAt said it remains focused on backing platforms that inspire innovation, creativity and self-expression, further reinforcing its role in shaping the country’s next wave of music and culture.
