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101India partners Channel V, Saavn for ‘Hip Hop Homeland Northeast’

MUMBAI: Youth content portal 101India.com has partnered Channel V and Saavn to launch the second edition of its music property ‘Hip Hop Homeland’.

Channel V and Saavn are the exclusive broadcast and audio partners, respectively, for the music tracks.

Through this arrangement, fans will be able to see the music videos on Channel V and the audio format will be available for streaming on Saavn. The full series will be available on 101India.

Commenting on the association,10India.com MD & CEO Cyrus Oshidar said, “’Hip Hop Homeland’ aims to provide a platform for powerful self-expression and social commentary to young artists. India is full of talent and a lot of research and thought went into discovering these artists. With the new edition, the property becomes bigger with interesting profiles, riveting music videos and live events. The alliance with Saavn and Channel V is a strategic decision to reach out to a wider base of digital natives and make our movement stronger.”

For the second edition, 101India.com will head to the Northeast with popular rapper Feyago to find and collaborate with the best underground hip-hop talent from the region. The new segment ‘Hip Hop Homeland Northeast’ will introduce artists and crews like Khasi Bloodz, Symphonic Movement and Cryptographik Street Poets, who use rap as a medium to voice out the real issues they face in their hood.

Speaking about the new partnership, a Star India spokesperson said,”We are very happy to associate with 101India.com for promoting indigenous music content. The part of the series from ‘Hip Hop Homeland Northeast’ will offer variety to the music viewers. With a view to creating differentiation, we will be playing these tracks in our new and exclusive segment only on Channel V.”

Saavn brand and communications director Meetal Shah stated, “Saavn will continue to expand and diversify globally. It is critical that our content reflect the increasingly diverse tastes of our listeners.”