Spotify and Max URB_N Launch India’s First Multi-City Rap Concert Series in the South
Chennai, 26th September 2025: Three cities. Three epic weekends. One unstoppable movement. What began as a street-level sound turned into a cultural wave, as Max URB_N and Spotify brought India’s first fashion-meets-rap concert series to life — Max URB_N Unmute: South Tour. From Kochi to Hyderabad to Chennai, the South didn’t just witness rap — it owned it. This wasn’t a tour; it was a statement. A celebration of identity, rhythm, and rebellion.
The lineup? Nothing short of electric. Baby Jean, Kayden Sharma, and Chennai’s own Paal Dabba — artists who command over 4.5 million monthly Spotify listeners — set every stagel ablaze. But numbers don’t capture the roar of the crowd, the chants, the verses echoed back line for line. South Indian hip-hop didn’t ask for a seat at the table — it built its own stage.
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And then came the exclusive tour anthem — a high-voltage mix of regional beats, raw street slang, and fearless expression. A track that didn’t just speak to Gen Z — it belonged to them. But this was more than music. At every stop, Max URB_N turned venues into culture hubs — with interactive experiences, pop-up fashion labs, and street-inspired style that reflected the URB_N soul. Fans weren’t just spectators — they were co-creators of a moment that merged fashion, sound, and self-expression.
“At Max URB_N, we don’t just follow trends — we live in the pulse of youth culture,” said Sumit Chandna, Deputy CEO, Max Fashion. “Rap is raw, it’s honest, and it’s local — just like the communities we speak to. The South Tour was a canvas for artists like Paal Dabba, Baby Jean, and Kayden Sharma to showcase their truth, and for audiences to see themselves — loud, unfiltered, and proud.”
Sumit continued, “This isn’t a one-off. From launching original anthems to collaborating with creators like Alaya F on campaigns like IYKYDK, Max URB_N is building a culture where style meets substance. The South Tour is just the beginning of a deeper movement — one that puts youth identity at the forefront.”
Arjun Ravi Kolady, Head of Sales – Spotify India, added: “At Spotify, supporting local hip-hop isn’t a campaign — it’s our commitment. Partnering with Max URB_N was about amplifying stories that deserve to be heard. Artists like Gabhri, MC Hari, and Vengayo bring the raw, unfiltered energy of the South, and this tour gave them a stage to shake the system.”
What Max URB_N and Spotify have ignited goes beyond sound or style. This is a new cultural era — where fashion speaks, music moves, and a generation finally hits ‘unmute’.
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