Rap 91 – India’s Rap Scene

Awegust Presents: Rap 91 Live – India’s Rap Scene

Event Overview

Rap 91 Live is Spotify India’s dedicated live showcase of the country’s flourishing hip-hop landscape. Launched in 2022 and returning for its third edition in 2024, the event brings together a linguistically and stylistically diverse roster of artists on a single stage, celebrating the breadth and depth of Indian rap culture. Held at Mumbai’s iconic Mehboob Studios, this platform transforms a digital playlist into an immersive, on-ground cultural experience.

Awegust’s Activation Strategy

1. A Cultural Convergence of Sound & Style

Spotify’s Rap 91 playlist enjoyed over 110% growth in followers in just two years, driven by India’s multi-regional rap boom—across Haryanvi, Malayalam, Tamil, Bhojpuri, and beyond. Awegust translated this vibrant digital energy into a live experience where regional rap styles met centre stage.

2. Curating India’s Hip-Hop Spectrum

The 2024 lineup featured standout acts like:

• Paal Dabba (Tamil),

• Dhanda Nyoliwala (Haryanvi),

• Kinari (Hindi),

• Baby Jean (Malayalam),

• KR$NA (Hindi),
  and several others from diverse linguistic and regional backgrounds. This expansive mix ensured cultural representation and defied genre boundaries.
  
  

3. Experiential Design Beyond the Stage

Awegust transformed the venue into a vibrant hub of hip-hop culture—not just music. Attendees experienced themed graffiti tours, artist lounges, community cyphers, and immersive installations that echoed the community-first ethos of the genre.

4. Authenticity Meets Buzz

Strategically timed and crafted messaging elevated Rap 91 Live from a gig to a cultural statement. Media visibility soared with coverage of the artist lineup, representation of regional rap scenes, and the sheer magnitude of the year’s rap movement.