Nov 12: Max URB_N is making serious noise for India’s rap and hip-hop, and people are showing up for it. Max Fashion’s IP for Gen Z has been giving emerging talent a real stage and fans a reason to turn out, and UN-MUTE, now in its third year, has grown into five cities this edition featuring a total of 20 artists across its journey. 

Created by Max Fashion in partnership with Spotify, MAX URB_N UN-MUTE has grown beyond a music event into one of India’s biggest retail-led music IPs, bringing fashion, music and self-expression together while giving

emerging rap talent a platform to be discovered and celebrated. This year's edition expanded across five cities, bringing together the biggest artists in the scene including Reble, Sambata, Vichaar, ThirumaLi, Lil Payyan, Karun, Nanku, Asal Kolar, Dacalty and more. Across languages, regions and sounds, each performance added to a larger story: Indian hip-hop is growing, diversifying and finding new audiences. 

A defining part of this year’s edition was the spotlight on emerging talent. For the first time, MAX URB_N UN-MUTE opened its stage to aspiring rappers from across India, giving them the chance to perform alongside artists they look up to. With over 1,000 entries from 100+ cities, the initiative brought fresh voices into the mix, with five emerging rappers earning their spot on the main stage and getting a chance to make their mark on India’s growing hip-hop scene. 

Speaking about the platform, Sumit Chandna, CEO, Max Fashion, said,

“At MAX URB_N, self-expression and individuality are at the heart of what we stand for, and hip-hop is a natural extension of that identity. With the third edition of MAX URB_N UN-MUTE, we wanted to go beyond fashion and give young and emerging artists a stage of their own. What started as a single-city event has grown into a much bigger platform, expanding from one city to three and now five. We’re proud of the five emerging artists who took the stage this year and excited about the opportunities this platform can create for them, from reaching wider audiences to taking their music forward. This is just the beginning, and we look forward to continuing to build a space where fashion, music and India’s hip-hop culture come together.” 

Arjun Ravi Kolady, Head of Sales, India, Spotify, added,

“Spotify has always backed hip-hop culture and the artists shaping it from the ground up. The turnout and the number of entries show just how much talent is out there waiting for a platform. We're proud to have built this platform with Max Fashion, and this is just the beginning. We look forward to continuing this journey together and supporting the next wave of upcoming hip-hop talent.” 

For MAX URB_N, the platform represents a deeper commitment to the culture that inspires its fashion: bringing people together through music, celebrating individuality and creating space for new voices to be heard. By connecting fashion with the energy of hip-hop, the brand is helping build a community where self-expression goes beyond personal style and becomes part of a larger cultural movement. 

The journey culminated in Chennai on 24th October at Express Avenue, with Asal Kolaar and Dacalty bringing the third edition to a high-energy close. From its beginnings in one city to a pan-India platform spanning five cities and eight languages, MAX URB_N UN-MUTE has evolved into more than a concert. By bringing fashion, music and emerging talent together, it is helping shape a more inclusive, expressive and dynamic future for Indian hip-hop.