Emiway Bantai occupies a distinct space in Indian hip-hop. In a little over eight years, the social media magnate and multilingual rapper (Emiway spits bars in Hindi, English, Marathi and Tamil) has turned into a phenomenon: the Emiway Bantai insignia stands for a veritable viral hit or nothing — with views well into the billions and counting!
While his debut English track “Glint Lock (feat. Minta)” — released in 2013 when he was 18 — failed to make much of a dent, his 2014 single “Aur Bantai” and particularly, the 2019 drop “Machayenge” (which went viral on the now denaturalized TikTok) captured the attention of a global audience, making Emiway an accidental digital star and a household name. Now, an artist-entrepreneur heading the Mumbai-based label Bantai Records, he reveals how he cracked the code.
While his debut English track “Glint Lock (feat. Minta)” — released in 2013 when he was 18 — failed to make much of a dent, his 2014 single “Aur Bantai” and particularly, the 2019 drop “Machayenge” (which went viral on the now denaturalized TikTok) captured the attention of a global audience, making Emiway an accidental digital star and a household name. Now, an artist-entrepreneur heading the Mumbai-based label Bantai Records, he reveals how he cracked the code.
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