Max URB_N Shuffles It Up with Spotify: India’s First Multi-City Rap Concert Series Takes Over the South
(source : ANI) ( Photo Credit : ani)
In the vibrant streets of South India, a fresh wave of hip-hop energy took over this October. Max Fashion’s URB_N line teamed up with Spotify for the country’s first fashion-driven rap concert series, called Max URB_N Unmute: South Tour. Over three weekends, fans in Kochi, Hyderabad, and Chennai didn’t just listen to rap—they dove right into it, turning the events into a full-blown cultural explosion.
The star-studded lineup featured rising talents like Baby Jean, Kayden Sharma, and local hero Paal Dabba. These artists boast a massive following, with more than 4.52 million monthly listeners on Spotify. Their live performances cranked up the excitement, drawing thousands of fans who rapped along to every lyric. South Indian hip-hop isn’t just on the rise anymore—it’s here to stay, blending street vibes with bold self-expression.
What made the tour even more electric? An original anthem crafted just for the series, mixing local beats, slang, and unfiltered energy into a track that’s already a hit among Gen Z. Beyond the music, Max URB_N set up immersive pop-ups and fan interactions that blurred the lines between the stage and everyday life, creating playgrounds where fashion, music, and identity all collided.
Sumit Chandna, Deputy CEO of Max Fashion, shared his excitement: “With Max URB_N, we’ve always aimed to connect with youth culture in its rawest form. Rap is perfect for that—it’s authentic, unapologetic, and totally local. By spotlighting Paal Dabba, Baby Jean, and Kayden Sharma in the South Tour, we’re not just hosting shows; we’re giving young India a platform to shine loud and proud.”
Chandna went on to highlight how the brand keeps pushing boundaries: “We’re carving out spaces where fashion and music fuse together. From dropping a fresh rap anthem to teaming up with Alaya F on Gen Z stories like IYKYDK, we’re raising the bar each season. This multi-city tour with real hip-hop voices is our biggest cultural move yet, putting URB_N at the center of youth style and sound.”
Arjun Ravi Kolady, Head of Sales at Spotify India, echoed the sentiment: “Spotify has always backed local hip-hop and fresh talents—it’s in our blood. Partnering with Max URB_N on the South Tour amps that up, blending music and fashion in ways that click with Gen Z. Artists like Gabhri, MC Hari, and Vengayo capture the South’s raw spirit, and this platform blasts their stories farther than ever.”
In the end, the Max URB_N Unmute: South Tour with Spotify India proved to be more than concerts—it’s a milestone for Indian rap, where style and sound empower a generation to speak out.
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