In recent years, Rap music has become prevalent in India. It no longer is just a part of India’s underground Hip-Hop scene. It has now become a part of mainstream television programming with shows like MTV Hustle, which have brought rap to the forefront in India.
MTV Hustle Season 1: ‘INDIA KA RAP REVOLUTION’ premiered on 10th August 2019. it tried to capitalize on India’s growing Hip-Hop listenership. The show was successful in doing so as it had mainstream rappers and artists like Raftaar, Rajakumari, and Nucleya. Also, it rode the success wave of ‘Gully Boy’ which had become an instant hit on its release. This brought attention towards rap and the Indian audiences made Hustle 1 a roaring success.
MTV Hustle Season 2: ‘HUSTLE KAR, HAASIL KAR’ saw a change in the judges with Badshah, another big name in the industry, becoming its judge, replacing Raftaar, Nucleya, and Rajakumari.
This season featured the previous season’s contestants as judges-cum-mentors It broke all the expectations of viewers and show creators alike. The season’s biggest track crossed 250 million views digitally. Several other tracks too crossed the 100 million views mark.
After the massive success of season 2, fans had huge expectations for the third season but were met with disappointment as it lacked the same flare. The performances were weaker and the contestants were less relatable. On the whole, the show seemed to be forcefully trying to recreate its predecessor’s magic. The third season garnered lower ratings and also received flak for the harsh contracts it offered to its contestants in partnership with T-Series. The backlash after the details of their contracts were released brought down the public opinion of the show further.
Some also feel HUSTLE 3 failed as the bar was too high. A fan wrote online, “I miss Hustle 2, not because of anything else but because it was a rap show unlike Hustle 3 which seems to be more of a singing show with commercial tracks. The show has lost its underground feel and raw vibe.” On the path to success, it seems like MTV Hustle creators have lost their way and forgotten the basic essence of their show.
MTV is either way back with MTV Hustle 4: ‘HIP HOP, DON’T STOP’. The auditions for the fourth installment of the rap-reality show have begun and it will soon be on-air. It remains to be seen whether the new season helps the show regain its mojo and become a rage again.