Royal Stag Boombox, in collaboration with Viacom18, is preparing to introduce a completely new genre of music in which the melody of Bollywood meets the gully of hip-hop to create the original sound of Generation X. Music elicit emotions in people of all ages, making it an important passion pillar for Seagram’s Royal Stag.

In this day and age, a younger audience is more open to discovering exciting new forms of music. Royal Stag Boombox enters its next phase with the release of four original music videos, celebrating the spirit of ‘Living it Large’ and having enthralled thousands of music lovers in Manipal, Bhubaneshwar, Pune, Indore, and Dehradun with its unique on-ground experiences.

The fourth original music track released is a one-of-a-kind collaboration between soul singer Neeti Mohan and the prodigious rapper EPR.

The latest track ‘Imtihaan’ is a captivating blend of Bollywood and Hip-Hop genres, creating an electrifying musical experience. The song carries a depth of sentiment and captures the struggle to discover artistic ingenuity. As the name suggests, it explores the trying nature of overcoming artists’ block and creating soulful music.

It’s the fourth original Melody x Hip Hop music track to be released across platforms, as part of Royal Stag Boombox’s unique, phygital format.

EPR said, “I’m very happy to be a part of Royal Stag Boombox. It is a unique platform that has allowed rap artists like me to celebrate the flourishing Hip Hop scene in India. I had a memorable time working with Neeti Mohan on Imtihaan. I hope the audience likes it.”

Singer Neeti Mohan added, “As an artist, it’s wonderful to see a platform like Royal Stag Boombox create new music. True to the concept of the platform, our song Imtihaan celebrates the coming together of Hip Hop and Bollywood in an interesting manner.”

Music is a significant passion pillar for Seagram’s Royal Stag and today’s youth tilt towards exploring exciting new forms of music. Contemporary genres such as hip-hop are becoming increasingly popular, while Bollywood melodies remain integral to the youth’s cultural milieu. Royal Stag Boombox intends to stir the imagination of this generation, blending music they have inherited – Bollywood scores, with the genre that speaks to them, Hip Hop. The fourth song, Imtihaan is live on YouTube, social, and major audio platforms.