Hyundai Motor India and Universal Music Group for Brands, India, have announced the fourth season of Hyundai Spotlight, the music IP built around collaborations between established and emerging artists.
The new season opens with “Pahije” by Sanju Rathod featuring Juilee Joglekar, a Marathi track built around a playful exchange between a young couple. The song was introduced at the season launch in Mumbai on September 16.
Season 4 brings together established artists including Sanju Rathod, Raghav Chaitanya, Ninja and Aditya Rikhari, with emerging artists Juilee Joglekar, Mehtab Ali Niazi, Shifaqat Ali and Ravator. The artists will be paired across the season to create original tracks drawing from their respective musical styles and languages.
Since its launch, Hyundai Spotlight has released 18 original songs across three seasons, featuring artists such as King, Aastha Gill, Jassie Gill, Benny Dayal, Shilpa Rao, Nikhita Gandhi, Hiphop Tamizha, Gurnazar, Javed Ali, Gajendra Verma, Aditya Rikhari and Wazir Patar.
Season 3 recorded more than 230 million views, with Aditya Rikhari and Ravator’s “Gori” among the tracks from the season.
Rikhari and Ravator are returning for the fourth season. “As artists, we are always looking for new ways to tell stories through music, and Spotlight gives us the space to experiment, collaborate and create something we may not have explored otherwise,” they said.
Sanju Rathod, who opens the new season, said the collaboration gives him an opportunity to bring his musical identity into a different creative setting.
The season also continues Hyundai Spotlight’s focus on regional music, with the participating artists representing different languages, genres and musical backgrounds.
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Brand-backed music IPs have become a more established part of India’s music ecosystem, particularly as companies look beyond traditional advertising to build longer-term associations with artists and audiences.
Hyundai Spotlight’s fourth season is notable for its focus on pairing recognised artists with emerging talent and bringing regional music into a national brand programme. The more interesting measure, however, will be what these collaborations do for the participating artists beyond the campaign itself, particularly in terms of audience growth and sustained opportunities.
