Bira 91 collaborates with saavn to create exclusive hip hop playlist

Bira 91 s team of specialists and Saavn s editorial team are curating playlists that you can bop your head to on the all new Bira Hip Hop Channel
  • Franchise India Buereau
Restaurant India

The home grown beer brand and music streaming app have collaborated to create an exclusive hip-hop playlist featuring artists like Jay Z, Lil Yachty, Kendrick Lamar, Kanye, Slick Rick, Mad Skillz, Artifacts, Craig Mack, J 5, J Hus, Action Bronson, Swet Shop Boys.

Bira 91's team of specialists and Saavn's editorial team are curating playlists that you can bop your head to, on the all new Bira 'Hip Hop Channel.' Hip Hop is a cultural movement that is more than just a record, it's a lifestyle. The effort of the collaboration would be creating a community which is unrestricted to any geographical or racial constraints and is united by hip-hop.

With about 20 million users on saavn, this can be a masterstroke by Bira as far as the marketing of the liquor brand is concerned.

The current favorite playlist is the House Party, which features tracks from A Tribe Called Quest, Rappin' 4-Tay, Open Mike Eagle, G-Eazy, Kendrick Lamar, Redman and more.

Over the next few months, the two brands will bring on guest curators and contributors to create playlists.

The goal is to partner with artists and labels to create original tracks that will be launched on the channel. Bira will also be promoting gigs, festivals and exclusive merchandise through the channel.