MUMBAI: Hard Rock Cafe, over the years, has emerged as an ideal platform and venue for the emerging artistes to express their musical desires and thirst. And ever since the globally admired and respected brand expanded to the Indian metropolitan cities, the practice has continued for the talent existing in India. For its latest initiative, HRC took another motivating step, with regards to the collaboration with Mumbai-based music school Sound Monk, that would potentially allow twelve bands compete against each other for a lucrative ultimate recognition.

Speaking to radioandmusic.com about the latest development, owner of JSM corporation - the organisation that owns the Hard Rock Cafe outlets in India - said, "Four new bands will compete every Tuesday, starting from 24 May. The competition continues in the month of June (7 June and 14 June) and the winner from each week would compete on the finale on 21 June."

The qualifying and finale rounds will be held in Hard Rock Mumbai. The winner of the finale round receives the opportunity to open on Hard Rock Cafe's 'Tribute Night', dated 28 June. Singh believes the Hard Rock venues (across the globe) has the capability and infrastructure to provide necessary ingredients and space to flourish. With an intention to spread the spirit of Rock n Roll, Hard Rock has initiated several projects and collaborations that eventually involved motivating unheard bands, as well as, the Indian home for touring international musicians.

Previously this month, Hard Rock Cafe partnered with the Nagaland government for a music initiative that would allow the best bands from the state perform at Hard Rock Cafes in Delhi and Mumbai, every month. Hard Rock Cafe's effort to revive (or continue - however you put it) the spirit of Rock n Roll does not end there. More than 425 local artistes and music acts will perform live at 107 HRCs across the globe on 1 June, as part of the one-day music showcase - Hard Rock Rising. The winner of the global competition receives a prize money of USD 50,000 and all-paid expense trip to Ibiza for a performance in the city's Hard Rock venue.

In India, the brand will collaborate with Hungama's Artist Aloud for second consecutive year for World Music Day that features Bollywood composer Amit Trivedi and singer Benny Dayal, legendary acts like Indian Ocean and Parikrama, Hindi Rock act Euphoria and electronic act Lost Stories and DJ Chetas.