Eminent lyricist, writer and top creative advertising professional and Jury member Prasoon Joshi, tells Pavan R Chawla that the best things about the Uninor Mirchi Music Awards 2010 powered by Karbonn Mobiles is that they are fair, are decided by musicians and very respected people, and that the organisers have their commitment strongly in place.

Why did you say yes to Mirchi music awards jury?

I have been with MMA since the inception of these awards, and have  been an advisor to them too  There was nothing like a music awards, so Prashant (Panday, ED & CEO - ENIL) and I chatted and decided we should go ahead with these awards. The entire music fraternity was happy about it as there would be only music recognition, and we had thought of having an excellent jury too.

The role of an award is to recognize the craft of artists. There are two  kinds of recognition an artist needs. One is when people hum your songs, and another is when people from the fraternity appreciate your work. Mirchi Music Awards are about recognition from your peer group, and that, I think, is something very important, something that makes the creator feel very good.

There are a lot of categories, yet, do you think there's any category that got left out?

No. Technical awards are included, and non-film work has also been acknowledged. There is definitely an attempt to recognize, acknowledge and applaud the work that is happening. It is all about great intentions.

Mostly, Radio networks use a bit of marketing to create some local buzz over a short period of time  What do you think of the fact that a radio network has come up with a music awards not just recently, but three years ago, has kept it vibrantly alive and invested strongly enough in it to make it an industry leader?

They are doing it very well indeed. There is a commitment, and it's the Times of India Group -- whatever they take they do it very seriously. I have seen them and supported them right form the beginning. Mirchi sun-ne wale always khush -- I wrote that line and the campaign;  they are still going on with it.

As I'm a music lover I like to be a part of the jury, and it's been three years now, so I hope it continues.

What do you think about the process ?

The process keeps refining itself every year. In Year 2 there was more organization than we saw in Year 1, and now, in the third year,  even more clarity has emerged. I think an award evolves; it is not built overnight. You've  got to invest many years and a lots of hard work. It takes time.

However, the Radio Mirchi-driven Mirchi Music Awards have attained a lot of credibility in a relatively short period of time...

The whole team has been a very passionate one, and Prashant is very trustworthy. It was very important for him to earn the trust of the artists, and he has done it very successfully.

So what is the best thing about the mirchi music awards that makes it stand apart?

I think the best thing is that it is fair, it is decided by the musicians and very respected people. The award is as good as its jury. I think the organisers have the commitment in place. I hope that this continues. There is a lot to be done to be able to encourage the youngsters.

Do you think the standard Radio Mirchi  Music Awards has set up would be a tough act to follow?

Prasoon Joshi: I think it's evolving. Radio Mirchi is trying to keep its best foot forward, and I think that it would not be easy for anyone to do what Radio Mirchi is doing.