Spotify & Max URB_N Unmute South Tour: A Cultural Phenomenon
Spotify India and HBO Max URB_N have joined forces to create a cultural phenomenon in India - the HBO Max URB_N Unmute: South Tour. This fashion-led rap concert series blurred the lines between stage and street, bringing together local hip-hop artists and thousands of enthusiastic fans across three cities.
The tour, which took place over three weekends, covered Kochi, Hyderabad, and Chennai. It was a cultural benchmark, as described by Spotify and HBO Max URB_N, where style met sound and a generation refused to stay muted. The lineup was impressive, featuring Baby Jean, Kayden Sharma, and Paal Dabba, who collectively boast over 45.2 lakh monthly Spotify listeners.
The tour was not just about the music; it was an immersive experience. HBO Max URB_N pop-ups and interactive fan moments transformed the streets into an extension of the stage. Arjun Ravi Kolady, Head of Sales at Spotify India, emphasized the company's commitment to supporting local hip-hop and emerging voices. Sumit Chandna, Deputy CEO of HBO Max Fashion, echoed this sentiment, stating that the tour was about building a stage for young India to express themselves loudly and proudly.
The HBO Max URB_N Unmute: South Tour was a resounding success, with crowds packing in by the thousands and participating actively. An exclusive anthem, blending local rhythms, street slang, and fearless self-expression, was created for the tour. With HBO Max Fashion, the largest family fashion brand in India and the Middle East, backing the event, it's clear that this was more than just a concert series - it was a celebration of youth culture and self-expression.
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