EPR Iyer returns to Kolkata, says Bengali hip-hop will go mainstream in 5 years

As part of the promotional campaign for MTV Hustle 5: Apna Homeground, EPR visited The Bhawanipur Education Society College, where he judged an in-house rap battle among students.

He also toured College Street, including an iconic bookstore and the historic Indian Coffee House, reconnecting with the city's literary and cultural heritage.

The fifth season of the show premieres on August 8 and will stream on JioHotstar while airing on MTV India at 7 pm every Saturday and Sunday.

Having completed four successful seasons of discovering and nurturing emerging rap talent, MTV Hustle returns this year with the theme Apna Homeground, celebrating the roots and cultural identity of artists rather than encouraging them to conform to the mainstream.

EPR Iyer visits Paramount in College Street. Photo: PR Team

Joining OG Squad Boss EPR on the mentoring panel are Badshah, MC Square, Paradox and Agsy, all of whom have carved out successful careers through the Hustle platform.

Reflecting on his return to Kolkata, EPR said, "Kolkata has always been my Homeground. This city has shaped the way I think, write and express myself, and every street here carries memories that continue to inspire my music. Interacting with students, spending time at College Street and connecting with the media here made this experience truly special."

His visit echoed the central theme of the upcoming season, celebrating one's roots while inspiring aspiring artists to embrace their cultural identity.

Encouraging young rappers from the city, EPR told IBNS, "My message to all the budding Kolkata artists is to just keep on doing what you do; your time will come, and I believe that within the next five years, Bengali hip-hop will reach the same stature as mainstream hip-hop."

He said proper representation and continued support for emerging talent could make Bengali hip-hop "the next big thing."

On the growing role of Artificial Intelligence in music, EPR said originality would become increasingly valuable.

"I feel that in the future, originality will be valued more; something made by a human will be valued more, and it would be more expensive. The people who keep it real, keep it human with its flaws, will be much more appreciated as compared to the AI junk getting created," he said.

EPR Iyer during a live show in Kolkata. Photo: PR Team

Commenting on the culture of virality on social media, EPR noted that while many artists are influenced by trends, several continue to take creative risks.

"I believe in the age of the social media boom, a lot of artists are swayed into making tracks for only reels and stuff like that so it catches up on trends. But I believe that a chunk of artists are also there who are trying to take creative risks and represent their roots and culture, and I am rooting for them," he said.

Looking back on his journey as a mentor on the show, EPR said mentoring young talent has only deepened his love for hip-hop.

"Every year I fall in love with hip-hop even more because it allows me to pass on whatever knowledge I have gathered to young people. I am amazed by the talent I see every passing year. When I was in my 20s, I couldn't have rapped so well, while now I see 18- and 19-year-olds rapping like crazy," he said.

MTV Hustle 5: Apna Homeground premieres on August 8 and will air every Saturday and Sunday at 7 pm on JioHotstar and MTV India.

(Reporting by Swastik Sarkar)