Artist Aloud Music Awards in its 6th edition, promises to be an exciting affair. On 4th April 2018 at Dublin Square, Phoenix Marketcity, Mumbai, the prestigious event will witness performances by popular artistes like Shirley Setia, Dhvani Bhanushali, Jasbir Jassi, Tochi Raina, Shibani Kashyap, Mame Khan and Ace from Mumbai’s Finest to name a few. The renowned platform will honour about 200 artistes from India and around the globe, recognizing the amazing wealth of talent across Pop, Rock, Fusion, and Global Music genres.
With the growth of the independent music space, the highly-awaited digital awards called for public voting across a seven-week period when fans got the opportunity to make their voice heard and vote for their favourite artists and groups across genres and across categories. The awards are based on both, jury and public voting. The first round of public voting started on the 09th February in the run up to the Top 20 shortlisted names across Best Song, Best Male, Best Female, and Best Group categories, followed by the second round of voting to decide the winners.
Artist Aloud which came into existence in 2009, initially launched AAMA in January 2010. “As a platform, we realized that we have to build an ecosystem our self before anyone else could recognize these talents,” stated Soumini Sridhara Paul, Vice President, Artist Aloud, Hungama Digital Media Entertainment Private Limited.
Music Plus caught up with Times Music COO Mandar Thakur who is also one of the jury member of Artist Aloud Music Awards. Commenting on the celebration of AAMA, also defining the thriving space of independent music in India, he stated, “I am glad to be a part of it. India has always had independent music. Within today’s independent scene, sometimes I feel that a much greater sense of song writing is desperately needed. Songs that resonate and relate to people. That is the only way any scene develops into the mainstream – it’s the great songs that you love. Never an individual piece of music or how anyone’s sung.”
According to Atul Churamani, Founder and MD, Turnkey Music and Publishing Pvt. Ltd., also a jury member at AAMA, awards encourage artistes to improve the quality of their music and also helps the industry. Awards like AAMA give recognition to non-film music, which is slowly but surely finding larger leadership. Awards make it easier for people to discover new acts and music as well.”
Explaining the objective of Artist Aloud and last few years’ achievement Artist Aloud’s Soumini Sridhara Paul declared, “An award is something which helps the artistes make their creative abilities known and appreciated by the public. First three years were moderately basic, there was just online voting. From the fourth year onwards, we got jury members from the music fraternity involved which has been extremely inspiring. This year has been really special in so many ways. The consumer category has received a very good response. A lot of individuals from different parts of the music industry are engaged. We are taking things a step ahead with the 6th edition of Artist Aloud Music Awards and felicitating about 200 artistes on the platform”.
Another jury member Parag Kamani who is a consultant, columnist and music critic, has been a significant part of Artist Aloud Music Awards. Talking about his experience he shared, “It’s always an excitement, a thrill for two reasons. One is interacting with jury members who have different roles as far as the industry is concerned and there is a certain common thread which is media and entertainment. The second is getting to understand what their thought process is in terms of recognizing talents. For me, it is the music angle, for some, it would be the production part, somebody might look at the arrangements, some might look at the lyrics and some might look at the vocals etc.”
Expressing his views on how an award helps independent artistes he stated, “Awards are a necessity because they provide recognition as far as talent is concerned. It simply recognizes that someone is better than the others.”
When Artist Aloud was set out eight years ago, only OML was promoting independent music, but, they were doing it through festivals. Artist Aloud being a digital firm, wanted to ensure their first offering on a digital platform would be an award ceremony felicitating the best of independent musicians. The award has been evolving every year and is recognised as India’s foremost independent music awards. According to Soumini, the award takes the artistes to their own destiny, and they don’t claim to take the credit for it. “Somewhere at the back of it, the artistes are using the awards as a way to talk about their achievements and establishments. It is very fulfilling to know that we are achieving what we had set out to do eight years ago. This year the kind of artistes we have for the performance at the grand finale, it cannot get more mainstream than this.”
To the known and unknown, Artist Aloud has three verticals, first is the unplugged app, second is amplification and distribution, and the third is the event team (talent management and bookings). Winners of AAMA get the opportunities, platform they need and deserve. On being asked about how Artist Aloud helps them build their musical career in the long run, Soumini told us, “We have built the entire distribution and promotion as a service package. There we get all our partnerships, alliances and PR agencies as a part of a larger offering so the artists can invest in more than just music. The artiste also has to participate in the journey for a long term successful career. We have seen results because of that.”
Here’s hoping for a power packed grand finale of the Artist Aloud Music Awards 2018. May the best man/woman win.
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