In December 2024, MTV Hustle faced significant backlash after Bengaluru-based YouTuber and hip-hop content creator Rohan Cariappa alleged that the channel issued over 50 copyright strikes against his YouTube videos. These strikes were reportedly in response to Cariappa’s critique of judge Ikka’s attire on the show, where he pointed out the inconsistency of Ikka wearing a Harley-Davidson jacket on a Royal Enfield-sponsored program. As a result of these strikes, Cariappa’s YouTube channel was scheduled for termination on December 7, 2024.
The situation escalated on social media, with the hashtag #ShameOnMTVHUSTLE trending as fans and supporters accused MTV of suppressing independent creators and stifling criticism. In response to the growing outcry, MTV issued a statement affirming its support for the hip-hop community and commitment to constructive feedback. However, the statement did not include a direct apology to Cariappa, which further fueled criticism.
Adding to the discourse, BoAt, one of MTV Hustle’s official sponsors, released a statement emphasizing the importance of creative freedom and expressing hope for an amicable resolution to the matter. This statement was later deleted.
Amid the controversy, rapper and MTV Hustle judge Raftaar shared a video addressing the issue, expressing solidarity with Cariappa and urging calm within the community.
Following the widespread support and discussions, Cariappa’s YouTube channel was reinstated. He announced plans to release a comprehensive video detailing the entire incident, aiming to shed light on the events and promote transparency.
This incident highlights the tensions between mainstream media platforms and independent content creators, especially concerning issues of creative freedom and censorship within the digital space.
