News Headline
MTV India and T-Series strike ground-breaking industry-first global deal for MTV Hustle
Mumbai: The mega giants of the music industry MTV India and T-Series join forces in first of its kind global deal for a genre-defining rap reality television show, MTV Hustle. Launched in 2019 by MTV India, this clutter-breaking show successfully brought India’s underground rap music to country’s mainstream landscape. A first-of-its-kind initiative by a non-fiction IP in India, this partnership will entail exclusive music rights for worldwide distribution, thereby serving the show’s vision of building industry-ready rap professionals and powering up their professional journeys at an extensive global scale.
As a part of the 3-season deal, all original music created from Seasons 1, 2, and 3 will be distributed globally by T-Series, providing unprecedented reach to the diverse body of work by MTV Hustle. Championing desi hip-hop and rap culture, the country’s leading youth entertainment platform, MTV India created a music revolution which will be further catalyzed globally by the largest music label, T-Series through multi-platform distribution including its YouTube channel that ranks number one with over 238 million subscribers across continents, music channels, audio streaming platforms and many more.
On partnering with T-Series, Viacom18 business head – youth, music, and English entertainment Anshul Ailawadi said, “MTV Hustle 2.0 has pioneered India’s hip-hop revolution. It’s cultural impact in the sub-continent has been multi-fold, making rap the choice of expression for contemporary youth voices. T-series is a pioneer in the world of Indian music. This is a natural partnership that will catapult South Asian hip-hop onto the world stage.”
T-Series managing director & chairman Bhushan Kumar said, “The music that MTV Hustle has created resonates well with the audiences and surely deserves to get its due credit and recognition. Our partnership with the show is in line with our vision to grow the Indian music market and make it available to global audiences. We are excited on this partnership as it is the first of its kind for us too. We look forward to providing existing and new content and talent the right stage and platform while helping them in their musical journey.”
With a focus on talent, performance, meter, technique, musicality, and storytelling, MTV Hustle has launched fresh voices from India’s evolving rap subculture and youth music. As the ultimate rap battleground in India, MTV Hustle has launched successful performers including King, EPR, and more. Performers like MC Square, Srushti Tawde and Paradox have tasted extraordinary success through the launch pad, vaulting from limited local recognition to multi-million fandom on social media within a few months and becoming the talk of the town with brand partnerships, collaborations with eminent industry names and international exposure. Their songs have become an electric mode of self-expression and catharsis for fans, and a significant commentary on socio-political-economic causes, personal experiences and pop-culture. MTV Hustle 2.0 has produced 100+ original compositions in under 10 weeks and has driven inclusivity in music genres including Bollywood, Sufi, Folk and Regional rap. MTV Hustle 2.0 songs have become trendsetting cultural mainstays, having garnered 1.3Bn organic views on Kaanphod Music channel, delivering over 9Bn impressions, with 30+ videos crossing 10Mn views. The partnership with T-Series promises to take desi, multi-cultural hip-hop to a universal audience.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
