Partnership · Commerce & Consumer Brands

boAt partners with Legacy to support hip-hop artists

By Startup Enthusiast · 14 July 2026

What they do

BoAt sells consumer electronics including wireless earbuds, smartwatches, speakers, and other audio accessories

The company has partnered with Legacy, a community platform, to discover and support emerging Indian hip-hop talent

This collaboration aims to strengthen the brand's connection with creator-led communities and the broader music culture in India

The audio and wearables brand boAt has entered a strategic partnership with Legacy.
Legacy is a community-focused talent platform designed to identify and nurture emerging hip-hop artists.
The initiative provides a dedicated space for new artists to showcase their work to wider audiences.
Rappers KR$NA and Raftaar serve as judges and mentors for the platform's talent discovery process.
The partnership aims to deepen the brand's involvement in India's growing music and creator-led cultural landscape.

The brand seeks to move beyond traditional advertising campaigns by investing directly into community ecosystems.

boAt is a consumer electronics brand specializing in affordable audio and wearable technology.
Its product portfolio includes True Wireless (TWS) earbuds, smartwatches, Bluetooth speakers, and soundbars.
The company also sells lifestyle accessories like trimmers, dashcams, and portable projectors.
The brand emphasizes a community-first approach, often referring to its customer base as boAtheads.
It frequently utilizes celebrity endorsements and brand ambassadors to maintain high visibility in the market.