There’s a subtle art to translating a digital ecosystem into a live experience. The fourth edition of Spotify’s Rap 91 LIVE cracked the code.
The goal was to bottle the entire culture of Indian hip-hop: the diversity and that feeling of a living, breathing community. And the event pulled off exactly that.
Held at Mumbai’s NSCI Dome, Rap 91 LIVE gathered a crew that represented every side of the scene.
We’re talking over 30 artists rapping in close to 10 different languages. Seedhe Maut, Ikka, Karma, Reble, RANJ x Clifr, you name it.
By placing big names like Seedhe Maut alongside emerging voices, they created the perfect concert energy. People could feel the thrill of seeing their favorite artists, and the unique joy of stumbling upon a new one.
The event was a live and loud version of Spotify’s flagship Rap 91 playlist.
The playlist is a curated collection of songs from India’s hip-hop artists. Like a go-to spot for fans to discover Indian hip-hop.
Today, Rap 91 is amongst the top 10 most-followed rap playlists on Spotify. Over the past year alone, the playlist has grown by over 60%, adding more than a whopping 150,000 new followers!
In addition, the language-specific Rap 91 playlists on Spotify – including Haryanvi, Malayalam, Punjabi, Marathi, and more – coupled with the flagship playlist together boast a massive 1.5 million+ followers.
It was this very community – built online – that showed up to the event.
The event reflects the success of the Spotify x OnePlus ‘Sound Meets Speed’ collaboration.
It brought together the brands’ ethos very naturally.
It connected OnePlus’ focus on fast, community-driven tech with the same raw energy that fuels the entire hip-hop scene.
The event also confirmed what we all knew: Spotify knows their experiential marketing.
They keep bringing digital communities into the physical world, whether through Rap 91 in Mumbai or similar events globally, hooking up true fans with some fun.
