Bira teams up with Saavn to bring the best in Hip Hop

India's favourite beer brand, Bira 91, and Saavn has collaborated to bring the best in hip-hop.

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.'

Country's favorite beer brand resonates with the inclusive and collaborative nature of hip-hop that appropriates and contextualizes diverse influences and unites them into a new yet familiar creative form.

The channel features 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.

Hip Hop is a cultural movement that is more than just a record, it's a lifestyle. With this association, Bira aims to build a community that transcends geographies and unites under a lifestyle which is all about hip hop.

The channel offers curated playlists that will be updated every fortnight. Currently playing on the channel are playlists like Pre-Game, Sound Bombing, Flashback, Imported Goods and summer 17 to name a few.

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.